Tourism Tasmania seeks expressions of interest for creative services
Tourism Tasmania is calling out for expressions of interest from creative agencies following the appointment of Initative as its media agency in May.
According to the tender document, the tourism body is seeking expressions of interest from marketing communications agencies wishing to supply services and “become a partner in sustainable market growth from tourism in Tasmania”.
Tourism Tasmania CEO John Fitzgerald said: “The role of our creative agency will be vital to the effectiveness and the overall performance of Tourism Tasmania’s destination marketing and tourism brand.
“We are naturally looking for an agency partner that will provide us with the innovative thinking and strategic marketing planning needed to effectively represent our tourism brand and stand out from the competition, while also providing the traditional creative and production services expected of a creative agency.
“With a destination marketing budget that is usually smaller than other states and even some large regions, the challenge for Tasmania is to be able to stand out in a cluttered marketplace.”
The successful agency will provide strategic planning, creative and production services (traditional, digital and new media) and advertising design services with a focus on destination promotion and co-operative tactical activity with a range of partners and industry stakeholders.
Tourism Tasmania is required to run open tenders for important major contracts when their term expires, and our creative services contract is one of these,” said Fitzgerald.
“The current contract for our lead creative agency expires on 30 November 2015, so we are getting the process underway in sufficient time to have the chosen agency working on our account from 1 December.”
Tourism Australia’s ‘Go Behind the Scenery’ campaign was created by JimJam, with the latest execution launched in February.
The current contract with Custard and JimJam expires on November 30, with the new contract to run from December 1 to November 30 2020.
The expressions of interest closes on Thursday July 30 at 2pm.
Miranda Ward
Disclaimer: Tourism Tasmania is currently advertising on this website.
Miranda Ward worked for Mumbrella from 2013 to 2017, eventually becoming deputy editor. Miranda joined Mumbrella in September 2013 from Sky News.
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Tourism Tasmania
It’s a waste of time for agencies to pitch for this. The work is good. I presume it is working. And no-one at Tourism Tasmania will change the agency because it will say that they got it wrong too.This is about justifying the spend. But tender at your own peril. It won’t move. And it is a craven waste of everyone’s time and money.
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@mandatory review. Are you one of the naysayers that thought the Defence Force would never leave GPY&R?
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Why would Tourism Tasmania call for a new agency if the current campaign has been so successful generating so many more tourist to Tasmania? Shouldn’t these results be factored into the review process and simply roll over the contract for JimJam? More waste of time reviewing when unnecessary.
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“The original campaign saw holiday numbers grow by 18 per cent in 2013 and by a further 20 per cent in 2014.”. Not good enough.
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@Kaiser sosze
No…. actually I thought Defence Force should’ve moved. Lots of award wining work. ..but a huge account and needed more ROI than a few Cannes trinkets. Tasmania will stay where it is.
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