Celebrity Chef and MasterChef Australia judge, Gary Mehigan is the star of the State’s latest tourism push, enticing travellers to come and taste South Australia.
Mehigan’s new ambassadorship role coincides with the South Australia Week of MasterChef and forms part of an ongoing strategy to promote the State as the country’s premier food and drink destination.
Rolled out both interstate and internationally, the integrated campaign featuring the influential Chef highlights SA’s exceptional food and drink experiences.
Minister for Tourism, Trade and Investment, David Ridgway said Gary is passionate about food and drink, making him a great ambassador for sharing our world-class foodie culture.
“It’s about getting the story of our people, places and produce out there and inviting the world to SA to experience it for themselves,” Minister Ridgway said.
“We’re seeing that food and wine is a trigger for travel and having some of the best culinary experiences in the country means we can capitalise on this.”
“We’re excited and look forward to the airing of MasterChef SA Week, showcasing some of our most iconic foodie destinations across the State,”
“With a regular audience of over one million viewers in Australia as well as being internationally broadcast, the exposure our State will get is phenomenal,” Minister Ridgway said.
South Australian Tourism Commission, Chief Executive, Rodney Harrex said food and drink are one of our best assets so we’re constantly seeking ways to stimulate appetite for SA.
“This campaign will win over stomachs, get people talking and most importantly get more people visiting from Australia and internationally,” Mr Harrex said.
“We’re developing itineraries on southaustralia.com, so visitors and locals can follow in the footsteps of MasterChef to experience their own SA culinary adventure.”
“SA scored a 10/10 with Gary Mehigan and we’re confident we can charm everyone that visits,” Mr Harrex said.
The interstate food and drink campaign will air alongside MasterChef South Australia Week from Sunday 10 June at 7:30pm on TEN and WIN Network. Viewers can engage by following @SouthAustralia on Facebook, Instagram and Twitter.
The SATC is working on activities to support the campaign and leverage the momentum created by the MasterChef SA Week, both domestically and in New Zealand, India, Malaysia and Singapore.
For more information visit www.southaustralia.com