Margaret River’s Leeuwin Estate features in new Tourism Australia international promotion with Nigella Lawson

Nigella Lawson and the South West’s Leeuwin Estate feature in the latest national push for the overseas tourism dollar.

Tourism Australia unveiled the next stage of its Come and Say G’day campaign this week in a series of TV spots focused on the US, UK, China, India and Japan markets.

Back room sources reassured the Times more of the Margaret River region would be seen in the next stages of the creative campaign which included social media and print roll-outs, some tailored specifically to the South West and WA.

The spots revealed this week showed an idyllic sun-dappled long-table lunch that was filmed at iconic Leeuwin earlier this year.

Lawson has been a great ambassador for the region as far back as the Gourmet Escape, and her addition to the campaign was welcomed, according to Margaret River-Busselton Tourism Association chief executive Sharna Kearney.

“It is fantastic to see our region’s world class wine and food offerings highlighted in Tourism Australia’s latest global marketing campaign,” she said.

“While international visitation currently accounts for a small percentage of our total visitor numbers, it plays a crucial role in sustaining our off-peak tourism.

“Last year, we welcomed 100,000 international visitors. We are yet to return to our pre-COVID high of 140,000.”

For the Margaret River region, the UK and Singapore were the biggest overseas markets, Ms Kearney said.

Leeuwin Estate co-chief executive Simone Furlong said it was a delight for her winery to feature in the shoot.

She said she was glad to contribute to the campaign on behalf of the wider region.

Other talents rolled out for international recognition included Robert Irwin, Chinese actor Yosh Yu, and Japanese comic Abareru-kun, who Trade and Tourism Minister Don Farrell said – along with animated mascot Ruby the Souvenir Kangaroo – struck a chord with overseas audiences.

“I know this iteration, featuring popular talent like Robert Irwin, will be a smash,” the senator said.

“Tourism is the lifeblood of so many communities right around the country and creates hundreds of thousands of jobs.

“Come and Say G’day is bringing more visitors to our shores, creating more jobs and growing our economy.”

Tourism Australia managing director Phillipa Harrison said the industry was a highly competitive market and the personalities attached to the localised campaigns would help ensure Australia remained “front of mind” for prospective travellers.