MICHELIN Guide: you're invited

YOUR QUESTIONS ANSWERED

I don’t feature food and wine in my tourism offering, can I still participate?

Absolutely! We want our best storytellers – you, our tourism and hospitality industry - to share more about what makes South Australia the nation’s leading food and wine destination. Every voice contributes to us telling a collective story. We want to showcase the broadest range of perspectives, which will help to demonstrate the authentic character and culture of our state. South Australia’s food and wine story extends well beyond the restaurants recognised by the MICHELIN Guide – food and wine is part of our DNA, and we’ve got the insider tips to prove it.

Can I make multiple videos?

Yes. You can create as many videos as you like. Just ensure you keep it fresh and exciting with different ideas presented in each video. Focus your efforts on producing a quality video, rather than many of them.

What should I avoid?

Your content should not suggest that your business is endorsed, affiliated with, or in a commercial partnership with MICHELIN or the MICHELIN Guide and it should not contain any MICHELIN logos or other intellectual property.

Focus your content on South Australia’s food and wine story. The MICHELIN Guide will generate its own media - we want you to shine the spotlight on our local heroes.

Why is this industry activation coinciding with the MICHELIN Guide announcement?

All eyes are on South Australia and its best chefs and restaurants – and this is our chance to capitalise on this once in a lifetime opportunity to share a bigger story. It’s the incredible produce we grow here, the melting pot of flavours from one of the most culturally diverse places in the world, the intimate hospitality experiences we can enjoy due to our smaller population – and our community’s innate love for more of the good. Sharing your story at this moment, helps us to amplify this message and let the world know exactly what we are about. 

Does this activation align with SATC’s Spring Campaign?

Yes. The SATC’s Spring Campaign focuses on food and drink and coincides with the launch of the MICHELIN Guide in October. To further your impact and relevance to this overarching activity, consider updating your tourism offering and ATDW listing with food and wine content. Deals, limited time offers and special events drive bookings at a particular time of year, so encourage foodies to visit you this spring when MICHELIN Guide is the flavour of the moment. 

Create or add food and wine into your offering by following the 3 easy steps identified in the Spring Campaign Pocket Guide:

1. Create - A new food and wine experience, or add a food or drink inclusion to an existing tourism product, package, event, deal or offer.
   
   
2. Publish - Add or update the experience in ATDW with clear inclusions, compelling copy, strong imagery and a direct link to further information or booking.
   
   
3. Promote - Support SATC campaign activity through your own social media, email marketing, website content and local partnerships.