BMF and Clemenger BBDO Sydney win Tasmania pitch

Tourism Tasmania has appointed BMF and Clemenger BBDO Sydney to promote Tasmania as a premium destination.

BMF has been appointed the lead creative agency, with Clemenger as the lead digital agency.

More than 60 agencies responded to the tender, which opened in October last year. A shortlist of four lead and four digital agencies were invited to pitch to Tourism Tasmania in Hobart in January. The final decision for both tenders was made in February.

More than 60 agencies responded to the tender

Tourism Tasmania’s chief marketing officer, Emma Terry, said she was impressed with the quality of the shortlisted agencies.

“The work we have seen from both agencies from the initial expression of interest through to the pitch process has given Tourism Tasmania absolute confidence that we have secured the best possible teams to partner with,” Terry said.

“As well as proving they have an expert understanding of our brand, we’re convinced we’ll be working with exceptional people.”

Both BMF and Clemenger BBDO Sydney signed an initial three year contract period. There is the opportunity for those contracts to be extended for a further two years.

“Our visitor yield and dispersal goals rely on us securing remarkable agencies that are ready to plan and play long,” Terry explained.

“The calibre of the two agencies – creatively, strategically and operationally – are the exact formula we need to help us continue to make our mark on state tourism marketing in Australia.”

On the win, BMF managing director Steve McArdle said: “The Tourism Tasmania marketing team share our belief in the power of long ideas and from the first meeting, we felt a chemistry we knew would translate into a successful, enduring, relationship.”

Clemenger BBDO Sydney MD Emily Perrett said Tasmania is one of the country’s premier tourism destinations, “so to be able to come on-board as Tourism Tasmania’s digital partner is incredibly exciting.”

“We love tourism,” she added. “So we’re thrilled that we can leverage our experience and energy for the category in creating great work that truly showcases the best of what Tasmania has to offer.”


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