Tourism Australia appoints Poem as retained global PR agency
Following an extensive competitive pitch process, Sydney-based independent creative comms agency, Poem has been awarded a three-year contract by Tourism Australia (TA) to manage the brand’s global integrated communications and public relations.
Poem’s remit will include delivering PR services to support TA’s marketing and communications activities both globally and regionally, supporting TA’s overarching vision to become the most memorable and desirable destination on earth.
Poem co-founder and executive creative director, Matt Holmes said: “As a 100% independently owned Australian agency we are so proud to have the opportunity to encourage the world to Come and Say G’day. The appointment is a testament to our ‘deeply human’ approach to how we work with client partners, each other, and creative PR ideas that people actually care about.
Tourism Australia’s chief marketing officer, Susan Coghill, commented: “We’re excited to welcome Poem into our agency village to help drive our earned media outcomes globally.
The shorter-term priority will see Poem support the reopening of international borders and the resumption of international travel. As of March of this year, Australia has welcomed 520,000 international visitors, who injected $4.9 billion back into the Australian economy.
In addition, Poem will also provide strategic comms planning, brand campaign amplification and reputation management, media relations, and publicity support and develop strategies to collaborate with advocates and influencers.
Tourism Australia has delivered some of the most innovative and famous destination marketing work of all time and the team really values the importance of earned being at the heart of creative campaigns. We’re already enjoying working with a brilliant agency village on the next truly integrated and uniquely Australian ATL and BTL to welcome back international travellers.
The Poem team is coming in at a crucial time as we strengthen our brand story and invest further into our key markets. For much of the last year, we have been developing the next big chapter of Australian tourism and PR programs including publicity and media hosting will be vital to its success.
Creativity has always been key to storytelling at Tourism Australia. Poem’s creative and collaborative approach to storytelling across earned and owned channels will be a welcomed addition to the team.”
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