Tastebuds on Tour

Challenge

We had the rare and exciting opportunity to work with both Etihad and Visit Britain to create a series of branded food documentaries filmed across the UK. The films were aimed at Australian travellers who would be flying into one of Etihad’s UK destinations: London, Manchester and Edinburgh.

Insight

We asked ourselves “where do the chefs recommend?” We wanted to find the hidden gems that hadn’t already been showcased in countless other films. We wanted to create real insight for the Australian Etihad customers.

Solution

We started by finding 3 of the most exciting chefs in each city and asking them “On your days off, where do you like to eat?” We then used our incredible chefs to guide us around - not only their own exciting restaurant - but also the restaurants they love to eat at. Giving us a fast-paced, mouth-watering whistle-stop of some of the UK’s most exciting restaurants.

It was also important that we connected the audience with the sensation of travel (without the films feeling too brand-heavy). To do this we used renowned Australian chef and Masterchef judge Nelly Robinson to introduce all the exciting restaurants we were about to feature. Using Nelly upfront created an instant level of trust and assurance in the recommendations.

Result

Initially launched at several exclusive Etihad events, hosted by Nelly Robinson, the films made a big impact in Australia, garnering interest from customers and press alike. The films then went on to live online and on the Etihad channels - creating a great resource and solidifying that Etihad puts their customers above all else.