Culinary tourism is the focus of a million-dollar integrated campaign targeting UK travellers.
LONDON – The South’s culinary offerings are playing a major role in marketing travel to the Southern States. Travel South USA, the official regional destination marketing organisation for the southern United States, in partnership with Brand USA, has signed a title sponsorship for the National Geographic Traveller (UK) Food Festival to be held in London, from 15-16 July, 2023. This culinary-centric UK marketing campaign is specifically targeting consumers interested in travelling to the Southern USA.
A major focal point for the campaign will be the Travel South Pavilion at the National Geographic Traveller (UK) Food Festival. The festival is expected to attract 6,000 – 8,000 visitors to the Business Design Centre in London. Over 1,200 culinary samples, wines, beers and spirits from around the world make the Expo one of the most anticipated shows of the year.
Visitors to the Travel South Pavilion will be invited to Taste the South. Highlights include demonstrations by renowned Southern chefs and drink aficionados serving as Travel South Ambassadors, preparing tasty samples, sharing the stories behind the south’s authentic spirits and cuisine culture, along with inspirational travel information. Representatives from the Southern states will be on hand for media interviews, mouth-watering food samples and travel recommendations.
Meet the extraordinary ambassadors:
- Chef Jim Smith, Executive Chef and Owner of The Hummingbird Way Oyster Bar, Mobile, AL, crowned the King of American Seafood by winning The Great American Seafood-Cook-Off and the national spokesperson for Alabama Seafood, American Sustainable Seafood, Gulf Seafood and the NOAA.
- Chef Scott Thomas McGehee, winner of over 400 “Best of” Arkansas Times awards including a multi-year winner of the prestigious “Best Chef” award and equally passionate in his pursuit to be strongly connected and supportive of local farmers and farm families.
- Herb Heneman, Chief Commercial Officer for Bardstown Bourbon Company from Kentucky, one of the nation’s leading distillers of American Whiskey, Rye and Bourbon.
- Chefs Cody and Samantha Carroll, Louisiana’s very own culinary couple rose to fame as Food Network stars, showcasing their farm-to-table cuisine and unique style in the kitchen as a true dynamic-duo on their own show: Cajun Aces.
- Chef Nick Wallace was named Best Chef of Mississippi in 2020 and has remained on the list of Best Chefs in America since.
- Chef Rob Connoley specialises in Ozark cuisine rooted in Missouri history, he garnered three James Beard Foundation semi-finalist awards, and two consecutive honours as one of the best restaurants in America by Wine Enthusiast magazine.
- Chef Ricky Moore of Durham, North Carolina, was named the James Beard Foundation “Best Chef Southeast” and is a self-professed North Carolina seafood evangelist.
- Chef Chris Williams of South Carolina was deemed the 2022 South Carolina Chef Ambassador to promote the state’s culinary heritage and local food culture through the “gas station cuisine” that he has elevated to an art form.
- Lexie Phillips is an assistant distiller at Jack Daniel’s Distillery in Lynchburg, Tennessee, one of only a handful of women to have worked as a distillery operator, Lexie hopes to share her passion for whiskey making and inspire interest in future female distillers.
“Chefs were nominated from the Travel South region, chosen by a panel to serve as Culinary Ambassadors because they each represent an interesting and unique approach to Southern cooking,” says Doug Bourgeois, Chairman, Travel South USA. “We want to show off chef-forward cuisine, authentic bourbon, whiskey and craft brews, resorts, top-style cooking schools, and home-style restaurants.”
A private, invitation-only dinner trade and media event will be hosted by Travel South USA with interactive presentations. Each chef or spirit-expert storyteller will share their signature dishes, stories, talent and humour, while showcasing the region’s best tastes and produce.
“By marketing great Southern food, tempting UK food lovers to ‘Taste the South’, we’re inviting them to experience and enjoy distinct destinations while learning true appreciation of Southern cuisine,” remarked Bourgeois.
Other innovative initiatives of this six-month campaign include digital marketing, social media, public relation appearances, networking opportunities and contests. Integrated initiatives surrounding the six-month campaign include content articles on the National Geographic Traveller website; a 10-page print version combining all web articles appearing in National Geographic Traveller; a 15-page cover story feature of the southern culinary scene in the National Geographic Traveller Food summer edition; social promotion for all states’ participation in the festival; 3 double-page ads in National Geographic Traveller Magazine, The Guardian and The Evening Standard; press engagements with the nine culinary ambassadors; newsletter coverage to 40K+ subscribers; and a VIP event with tour operators and journalists.
Vicky is the co-founder of TravelDailyNews Media Network where she is the Editor-in Chief. She is also responsible for the daily operation and the financial policy. She holds a Bachelor's degree in Tourism Business Administration from the Technical University of Athens and a Master in Business Administration (MBA) from the University of Wales.
She has many years of both academic and industrial experience within the travel industry. She has written/edited numerous articles in various tourism magazines.
