Taking Mildura to the world on MasterChef Australia
Published on 14 June 2017
Sunraysia’s renowned food, wine and status as a tourism destination will be exposed to more than a million people next week when the region is showcased on the television smash hit MasterChef Australia.
The massively popular reality television cooking show started its latest series on Network TEN on 1 May, and will this month feature one episode centred on the Mildura region as part of ‘Heston Week’ – based around high profile UK celebrity chef Heston Blumenthal.
The Sunraysia-based episode came about through a partnership between Mildura Rural City Council, Mildura Regional Development, Murray Regional Tourism Board and Murray River Salt.
The episode was shot in February this year, generating more than $200,000 in direct economic benefits for the region as the 90 member film crew visited Mildura for two nights, spending money on accommodation, hospitality and support businesses associated with filming.
Mildura Rural City Council Deputy Mayor Jason Modica said the episode will go to air on Tuesday, 20 June. After airing in Australia, the entire series 9 of MasterChef will also be broadcast in other countries, generating global coverage of the Mildura region.
As part of an advertising package secured by Murray River Salt, 69 Murray River Salt advertisements will run on Melbourne television during MasterChef, The Project and TEN Eyewitness News, starting from Sunday, 18 June. These advertisements will run in conjunction with Mildura Regional Development and Murray Regional Tourism Board advertising campaigns promoting travel packages to the region.
Cr Modica said this represented significant direct economic benefits for the region.
“However the publicity alone in terms of air time could represent additional value in the hundreds of thousands of dollars,” he said.
“Past regional cities have received exposure in the millions of dollars due to the national and international exposure this program receives, so this is a fantastic opportunity for us,” he said.
Next Tuesday’s episode is part of a week-long road trip for contestants across regional Victoria, featuring Heston Blumenthal, which will air from 7.30pm on Network TEN.
Media enquiries
Ben Piscioneri
p) (03) 5018 8689
e) ben.piscioneri@mildura.vic.gov.au