Not Quite Nigella blogger teams with TFE

The name Lorraine Elliott might not sound familiar, but you’ll definitely have heard of her blog, notquitenigella.com. Now, Australia’s top food and travel blogger has signed on to collaborate with TFE Hotels in a new campaign.

Elliott is helping the hotel chain launch a series of city guides, starting in Canberra and Melbourne, to launch the hotel group’s content hub, Checkedin.com, a website for online visitors to find travel inspiration and trip ideas.

TFE Hotels built the content hub in June 2016 to provide curated travel inspiration and advice from industry experts, and is now working on several articles and videos to draw audiences who are motivated by uncovering amazing travel experiences in local neighbourhoods.

And this is where Elliott comes in, highlighting everything from Melbourne’s top Asian eatery to the tastiest damn bacon in the country, in her genius guides.

She has an engaged audience of 250,000 monthly visitors, and is a pretty keen storyteller with her articles and photography.

“I’m really excited to collaborate with TFE Hotels and take readers on a journey around the neighbourhood of the hotels where they are staying,” Elliott said.

“There is such an appetite among my readers for well-curated travel advice, particularly around the best locations to find great food, so this seemed like a really logical fit.

“TFE Hotels has an engaged audience of travellers planning trips and staying at their 70 plus hotels – of course they are going to look for inspiration about where to go, wherever they are in Australia.”

__lorraine-ikea-2

Notquitenigella.com catapulted itself to the top of the food pile in Australia’s highly competitive blogging world soon after Elliott launched the blog as a side project to her advertising career in 2007. Within two years, she had turned her passion project into her full-time job.

Since then, Elliott’s culinary crusades have taken her all around the world to visit some of the best restaurants and off-the- beaten-track foodie destinations, from a window seat at Noma in Sydney to watching the Michelin awards in a theatre in Italy.

TFE Hotels CEO Rachel Argaman said the new content hub was a way for TFE Hotels’ 70 hotels to draw audiences and engage with them in meaningful ways, while sharing quality, entertaining content about its travel destinations.

“People are increasingly seeking out experts to help them design their personalised, one-of-a-kind travel experiences and the experts in this world are our fellow travellers,” she said.

“The best travellers to consult about the attractions in each of our destinations are those who know the area and who have engaged audiences of followers on Instagram, on Facebook, on Pinterest and on their own blogs. There is an insatiable appetite for good quality content from the opinion and style leaders of our communities.”

Starting strong in the New Year, checkedin.com plans to launch a new series of Q&A articles, how-to guides and video destination guides to Australia’s and New Zealand’s best city and regional locations, created by Australia’s leading influencers – including Eugene Tan from Aquabumps, Tim Charody the Beer Pilgrim and international model Claire Parker.

Advertise with us

Email the Travel Weekly team at traveldesk@travelweekly.com.au

lorraine elliott notquitenigella.com TFE Hotels