The last twelve months have been incredibly tough for the tourism and hospitality industries. In January and February, we saw Australian bush fires wreak havoc throughout the country, immediately followed by the rolling COVID-19 crisis of the last 9 months.
As a result, restaurants have been hit hard with forced closures and limited capacities. Our once vibrant hospitality scene is now struggling to stay afloat.
In response, we have launched a 12 month partnership between Yalumba and News Corp Australia on an initiative called: ‘Book a Table, Embrace Australia’. The initiative is simple. Together with Delicious Magazine and Escape Travel, we are asking Aussies to get out and explore our stunning country and book a table.
The campaign kicked off with a video series featuring regions and restaurants that have been impacted by the pandemic. The first to be featured is Bells at Killcare on NSW’s Central Coast and Vintners Bar & Grill located in the Barossa, home to Yalumba.
Yalumba marketing manager, Jacinta Gibson said:
“Family and community has been the cornerstone of Yalumba since our beginnings in 1849. We know for fact that getting out and enjoying our local restaurants is the best way to support Australia’s legendary hospitality industry and create lasting benefits. ‘Book a Table, Embrace Australia’ is a celebration of our hospitality community and an opportunity to showcase some of the great experiences our dining scene has to offer.”
Editorial director of premium food and travel, editor-in-chief of Escape Kerrie McCallum said:
“Our producers, chefs, restaurateurs, and extended family of contributors have been hard hit, and our vibrant hospitality scene incredibly challenged. It’s why we have partnered with Yalumba to bring to life an initiative I love: ‘Book a Table, Embrace Australia’. Or, support your country, while also enjoying great food and wine. We’re calling for Australians to support our regional communities if you can, or cities, book a table, and spend with them.”
It’s a win-win situation for everyone; eat scrumptious cuisine at your favourite restaurants, while putting money back into the industry.
Kaimera brand, social and content director, Jade Harley said:
“It’s an honour to partner with Yalumba and News Corp Australia on bringing this content-led marketing campaign to life. This campaign puts the restaurants and the regions at the heart of the storytelling and proves the power of emotive content to connect with audiences and inspire action.”
The campaign will continue to roll out across 2021 with a mix of video, print and digital content and a dedicated 16-page mini magazine that will be inserted into delicious. and Escape to support the industry nationally.
Why not do your part by supporting a restaurant in your local region?
It’s time to ‘Book a table, embrace Australia’.