KWP wins Tourism NT’s creative account after losing SA Tourism six months ago

Independent Adelaide-based creative agency KWP has picked up the creative account for Tourism NT after sparking controversy when it lost SA Tourism’s creative account to TBWA in April.

KWP, which has offices in both Darwin and Adelaide, has won the two-year contract following a pitch process which took place last month.

KWP has won the creative account for Tourism NT

When TBWA won the Tourism SA account, it sparked controversy in the local Adelaide market with agencies labelling it “an absolute disgrace” and saying the appointment makes the city “the laughing stock of the Australian advertising industry”.

The creative agency has since replaced the account with Tourism NT and will now be responsible for translating consumer insights into creative outputs and realigning Tourism NT with its objectives.

“We are excited to be working with such an iconic Australian brand and destination and look forward to implementing our full skillset and experience to deliver fully integrated communications for the Territory. At KWP! we take great Australian brands and connect them with people everywhere. The NT will be no exception,” David O’Loughlin, CEO at KWP, said in a statement.

In 2013, Tourism NT launched its brand messaging ‘Do the NT’ which the tourism body has continued to use over the last few years.

Andrew Hopper, deputy chief executive officer for the department of tourism and culture, added: “The panel represents who we think will best help us to enhance the destination through a creative approach.”

KWP’s clients include Coopers, Motor Accident Commission and UniSA.

Common Ventures, who had previously worked with Tourism NT on its creative campaigns, will continue to work with the NT on specific creative projects.


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