Mojo loses Tourism Victoria after 18 years

Tourism-Victoria logoPublicis Mojo Melbourne has been dropped by Tourism Victoria, an account it has held since 1993.

Clemenger BBDO Melbourne has been awarded the account, a move widely tipped following the arrival of ex-Mojo regional partner Tim McColl-Jones, who used to run the business.

In a statement from Tourism Victoria, chairman Dr Janine Kirk, said:

“Tourism Victoria and Publicis Mojo have enjoyed a long and outstanding partnership. Together they have overseen the creation of the world’s longest running destination marketing campaign.  The highly successful ‘You’ll love every piece of Victoria’ Jigsaw campaign has succeeded in turning around Victoria’s tourism reputation to the point where Melbourne is now the most preferred tourism destination for Australians.”

On the appointment of Clems, she said:

“Clemenger BBDO was selected because of its capacity to service Tourism Victoria’s marketing needs over the long term and for its exceptional creative and digital teams who have produced national and international award winning creative campaigns.”

The pitch was called at the beginning of March. The contract will initially run for four years, beginning on October 1 when Mojo will hand over the account.

Meanwhile, Tourism Victoria continues its selection process for a boutique agency to handle fast turn-around projects.

Mojo’s most recent campaign for its longest-held client was ‘Play Melbourne’, launched in June.



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