South Australian Tourism Commission puts advertising account out to tender

SATC’s Kangaroo Island ‘Let Yourself Go’ ad by KWP!

The South Australian Tourism Commission has officially put its advertising contract out to tender kicking off a battle for the state’s most prized account.

The tender puts incumbent KWP! Advertising on alert, although the Adelaide agency has held on to the account for the last decade.

In September, KWP! announced that its contract with SATC had been extended for another year until 30 June 2013, but the agency must now defend the account in a statutory review.

The tender, details for which are on government website, invites agencies to “assist the SATC in communicating with our target markets and attracting more visitors to South Australia, principally in the Australian market (intrastate and interstate).”

Interested agencies are being directed to SATC’s procurement department.

KWP! Advertising managing partner told Mumbrella that the agency would defend the account. “We’ve done our best work for SATC in the last two years, and we hope to continue working with them,” he said.

SATC courted controversy in April when it emerged that the commission had paid celebrities to tweet about Kangaroo Island and its popular ad, Let Yourself Go.

The SATC pitch has been widely anticipated with local agencies gearing up their creative firepower in previous months. In February Cummins Ross  opened an Adelaide office while Clemenger BBDO appointed the award-winning former Colenso BBDO creative Karl Fleet as executive creative director.


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