Initiative wins $3.6m Tourism Tasmania media account following competitive tender
Initiative has been appointed to the Tourism Tasmania media account following a competitive tender process.
Mumbrella revealed the $3.6m account, previously held by Vizeum, was in play back in February on a five year contract.
Guy Taylor, executive director marketing at Tourism Tasmania said, in a statement: “We’re really looking forward to collaborating with Initiative to re-invent the way the Tasmanian experience is manifest in media.
“The thoroughness with which Initiative delivered on the pitch brief and the depth of talent and configuration of the team point to an exciting future.”
Initiative will lead its work for Tourism Tasmania from Melbourne, with support by senior executives from the Sydney team.
The agency will be tasked with working on national campaign for Tourism Tasmania that will encompass all media channels.
Stephen Fisher, incoming managing director of Initiative Melbourne said: “This appointment is a rare and unique opportunity to work with a truly world-class destination brand.
“We are thrilled to be able to work with the team at Tourism Tasmania and are looking forward to getting stuck in and delivering some fantastic work.”
Tourism Tasmania’s incumbent agency Vizeum said it wished the brand well.
“Together we have achieved incredible results through strategically-led and creatively-driven ideas that have evolved and sharpened Tasmania’s brand,” said Travis Day, managing director of Vizeum Melbourne.
“We part as good friends, and wish Tourism Tasmania continued success for the future.”
Nielsen estimates put the media spend of Tourism Tasmania at $3.6m in the 2014 calendar year.
It launched the latest round of its ‘Go Behind the Scenery’ campaign in February through agency JimJam.
Nic Christensen
