Cummins & Partners picks up Tourism Western Australia account following pitch

Tourism Western Australia logoTourism Western Australia has appointed Cummins & Partners as its new strategic marketing and communications agency of record, with five-year incumbent Host missing out following a competitive pitch, Mumbrella can reveal.

The tourism body put the account out for pitch in February this year, with an estimated eight agencies involved in the tender process which the body said “attracted several responses of a high calibre”.

Tourism WA CEO Stephanie Buckland said: “The tender panel found Cummins & Partners showed a high level of strategic and creative thinking along with an in-depth understanding of the tourism sector, Tourism WA’s brand and our core target markets.We need to ensure our marketing activities are reaching our target markets and working with a leading agency, such as Cummins & Partners, will help us better communicate the many benefits of travelling to WA to those markets.

“Host helped us develop and activate the Experience Extraordinary brand and we thank them for their contribution over the past five years,” Buckland added.

Host worked on Tourism WA’s ‘Extraordinary lives with you forever’ campaign which launched last September.

Cummins & Partners chief strategy officer Adam Ferrier told Mumbrella: “We are extremely proud to be working with Tourism WA, especially considering how many strong agencies applied for the appointment. Marketing communications is always easier when you have a brilliant product to work with, and WA is just that.

“There are so many amazing parts of WA that people need to experience; Rotto, Exmouth, Margaret River, Karajini National Park Perth, the list goes on and on.

“The account will be managed from our Melbourne office for now.”

Despite this lack of local presence, Buckland said it was a bonus that some of the key staff set to work on the account grew up in the state, including Ferrier, team leader Georgina Pownall and senior creative Connor Beaver.

“It is great that key members of the team originate from WA, are passionate about our extraordinary state and excited about working with us to sell it to the world,” said Buckland.

“Equally as important, the team at Cummins & Partners have solid experience in the tourism industry having worked with Virgin Australia, New Zealand 100% Pure and Tourism Queensland on the original “Best Job in the World” campaign. Some of the agency’s current partners include Tennis Australia and Kailis, a Perth-based international pearl jewellery brand along with several leading brands in Australia.”

Buckland said the new agency appointment will help Tourism WA play their part in the state’s economic future.

“The State Government has a strategy to see visitor spend increase to $12 billion by 2020. By working with Cummins & Partners, Tourism WA will be able to achieve the marketing outcomes needed to help the tourism industry achieve the 2020 goal.”

The Melbourne-based full service agency has offices in Adelaide and New York with clients including Jeep, Alfa Romeo, Tennis Australia and Specsavers.

Cummins & Partners start work on the account from September 1.

Miranda Ward


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