This is a fast-growing area for our agency. Realising the increasing importance that food plays in people’s decisions over where to travel we started to approach Tourism Boards in 2017 to suggest creative ways to engage UK audiences, through dining, to inspire travel to their country. This is becoming a key goal of many Tourism Boards and Airlines.
Client: Thai Airways
After a successful series of activations for the Tourism Authority of Thailand in 2018 we were introduced the Thai Airways which seemed like a natural development. Thai Airways wanted to support our work with Thailand – by supplying flights for the high-profile Bangkok chefs and also for the competition – but also explore with us how they could highlight the fact that Thai Airways offers several key routes other than Thailand. The creative solution we suggested was an event called ‘Flights of Fancy’. This invoices 150 people having a three-course lunch across three restaurants with a course in each. One is Japanese, one Laotian and one Australian – all Thai Airways destination. Guests will also have an opportunity to win a holiday for two in each destination. Thai Airways took a large number of the spaces to invites tour operators, press and also VIPs such as the ambassadors of each country. We offered the remaining spaces to Amex card members – a valuable audience for Thai Airways. Thai Airways cabin crew will welcome the guests on board the Thai Airways branded Routemaster that transports the guests between the restaurants. We will film the event for Thai Airways to use across their comms. This event is core to our agency philosophy of using creative culinary solutions.
Client: Peru Tourism
We have taken on Peru Tourism as our second Tourism Board client. In 2018 we will be flying over one of Peru’s leading chefs to collaborate with Martin Morales London’s most celebrated Peruvian chefs. We made the event part of our schedule for London Restaurant Festival 2018 during October that not only ensured it would sell out but also gave Peru Tourism all the benefits of the rights of association with London’s leading restaurant event.