MPG hangs on to $6m Tourism NT account
Tourism NT and Territory Discoveries have reappointed MPG and sister digital shop Media Contacts as their media agencies for the next two years following a competitive pitch.
The account – promoting the Northern Territory as a tourism destination – is worth around $6m in media spend. MPG is owned by Mitchell Communication Group and Havas.
Tourism NT’s GM of marketing and communications Rita Harding said: “We have been working with MPG since 2005 and have forged an excellent relationship that has produced great results for our brand. MPG’s involvement in the successful the launch of our inaugural Global Get Centred and Kakadu campaigns featured a range of innovative and effective strategies, including the Editor’s Journey with News Ltd and the more recent Fairfax partnership earlier this year.”
MPG MD Kristian Barnes said, “We are delighted to continue to work with Tourism NT and Territory Discoveries, as the challenges in marketing the Northern Territory as a destination has allowed us to deliver some of the most ground breaking and innovative work in the category.”
Tourism NT’s latest work – under the “investmeNT” banner – by creative agency Fr0st, was unveiled about ten days ago.
Several tourism advertising and media accounts have been on the move in recent weeks including Tourism WA’s creative account (Marketforce is the incumbent) and Tourism Tasmania
Tim Burrowes founded Mumbrella in 2008. He worked on Mumbrella until 2021. At various points he was editor, content director and editor-at-large.
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Might have produced great results for the brand, but what about measurable results in the form of visitor numbers? Some of the work from Tourism NT has been OK over the last year or two, but some has also missed the mark in a big way. Can’t see the innovation, unless you consider thinking up a series of words including NT and making them into your standard ‘big picture with a bit of text over it’ to be innovative…
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Losing bidder Dave??
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@brenton Not a losing bidder mate, just a concerned NT resident! I think they could get better return for their spend than they do currently.
That’s not to say an agency switch would help. For MPG it must be a nightmare to get any innovative ideas past the TNT bureaucracy. The marketing execution is quite good, but the underlying ‘share our story’ theme is a bit weak and lacks punch, no matter how feel-good it is. They still haven’t topped the Daryl Somers stuff from years ago.
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Good Question!
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