In Tourism

Victoria Minister for Tourism and Major Events Louise Asher

MasterChef To Dish Up National Exposure For Regional Victoria

Victor P Taffa

The latest series of the TV ratings hit MasterChef will begin in Melbourne next Sunday night, showcasing the best of Victoria.

Minister for Tourism and Major Events Louise Asher announced today that the Victorian Coalition Government, through Tourism Victoria, is partnering with Network Ten for the fourth series of Ten’s award winning show MasterChef.

Victoria will play host to the first week of the new MasterChef series, featuring challenges filmed at the Royal Exhibition Building and the South Melbourne Market in Melbourne.

“To maximise this opportunity, we will be running our highly successful Play Melbourne television ad to Sydney viewers of MasterChef during the show.” Ms. Asher said.

Regional Victoria is also set to receive good exposure on the show, with the top 50 contestants from around Australia undertaking challenges in Red Hill on the Mornington Peninsula, at the Lake House in Daylesford and at Montsalvat in Eltham.

Member for Nepean Martin Dixon said he was thrilled that Red Hill would feature on the show.

“Red Hill is one of Australia’s best wine and fresh produce regions. We have a wonderful farmers’ market, fantastic ‘hands-on’ food experiences like Sunny Ridge Strawberry Farm, and some of the best cheese, olives, apples, cherries and strawberries in the country.” Mr. Dixon said.

“Our local restaurants attract chefs of the highest calibre, so it’s very appropriate that MasterChef experiences all Red Hill has to offer.”

Ms. Asher said the seven Victoria-based episodes were invaluable for tourism and would give an excellent return on investment for Victoria.

“With some of Australia’s premier food and wine regions it is only fitting we partner with MasterChef to showcase some of Victoria’s best local produce, and this will reinforce the state’s position as a sophisticated culinary destination.” Ms. Asher said.

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