Tassie Tourism moves media account to Starcom

Tourism Tasmania has appointed Starcom Australia to manage its media account, encompassing strategy, planning, buying and digital media. The account has been held by IPG’s Initiative since 2015. 

Starcom’s remit will include a focus on domestic travellers as well as planning for the returning international travellers. Starcom is part of Publicis Groupe.

Tourism Tasmania chief marketing officer, Emma Terry, said: “We’re excited to embark on this partnership with the Starcom team who bring a wealth of experience in executing effective media
solutions with data-driven precision. Starcom’s approach as the Human Experience agency is a natural fit with Tourism Tasmania’s brand promise and we look forward to working together to find innovative ways to continue telling Tasmania’s story.”

Starcom Sydney MD, Nancy Lan added: “We have created a tailored, connected platform for Tourism Tasmania that enables us to deliver the right experience to the consumer along their journey at a critical time for the domestic travel sector. ”

Tourism Tasmania recommenced its ‘Come Down For Air’ campaign in New South Wales and Queensland in January after almost a year of the state being closed off to tourists from Australia’s east.

The $2.35 million revival will be running until 30 June and support tourism operators in Tasmania as they emerge from their disrupted summer season and head into winter.


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