Have you ever been inspired to visit a country after sniffing your cup of tea?
In an innovative attempt to lure more Japanese visitors to the Gold Coast, the Queensland Government has worked with a Japanese company to develop a range of tea that smells just like the Coast.
And yes, we’re being serious.
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According to Tourism Industry Development Minister Kate Jones, five different herbal teas have been developed to inspire Japanese travellers to visit the Gold Coast, with inspiration for the warm beverage drawn from the aromas of our sun, surf and greenery.
“The ‘kaori tabi’ teas capture the scents of the five iconic Gold Coast locations of Surfers Paradise, Natural Bridge, Gold Coast Hinterland, Lamington National Park and Burleigh Heads,” Ms Jones said.
The teas are a part of a unique campaign jointly developed by Tourism and Events Queensland and Destination Gold Coast from an original concept presented by digital agency Dentsu Isobar.
“The ‘kaori tabi’ campaign is specifically aimed at young working females, aligning with TEQ’s Queensland Asia Tourism Strategy which identifies millennials as a key target market,” Ms Jones said.
“Through market research we’ve identified that millennial visitors are young, sophisticated, independent travellers seeking unique and original experiences in destinations that have brag-ability.
“I’m confident this campaign will capture the attention of young working females in Tokyo and Osaka who are large consumers of organic and detox products like herbal teas.”
Destination Gold Coast CEO Martin Winter said he believes it’s the first time a “tourism marketing organisation has employed AI technology to capture the aromatic elements of a destination and then use it to appeal to a consumers’ sense of smell in market to heighten consideration.”
The herbal teas will be used by Japanese retail giant H.I.S. to secure holiday bookings for the Gold Coast in selected Tokyo branches.