Sixty lucky readers of Waitrose magazine in the UK and twenty VIPs were treated to a taste of Western Australia, at a wine tasting evening in London, in October. The event, held in partnership with Wine Australia, Tourism Australia and South Australia, was part of an ongoing campaign to showcase Western Australia’s culinary experiences to affluent long-haul travellers in the UK.
Guests enjoyed Western Australian wines from Margaret River and the Great Southern during the evening, which was hosted by wine expert Matthew Jukes. VIPs included chef and presenter Lyndey Milan, Agent General John Atkins and travel media.
Guests were encouraged to book a holiday to Western Australia with agents from Trailfinders on hand, as well as to buy Western Australian wine from Waitrose with a special discount. High-end grocery brand Waitrose also dedicated the October edition of its popular food magazine to Australia, including features about Margaret River. The majority of guests – 92% - said they event had inspired them to find out more about a Western Australian holiday.