Tourism Australia confirms creative and digital pitch win

Tourism Australia has confirmed the appointment of a panel of agencies to handle its global creative and digital services following a competitive tender process.

On Tuesday, it was revealed that Accenture Song, The Monkeys and Droga5 have been chosen to provide the services from July 2024 for five years. The contract has been structured as an initial three-year deal, with options for two further one-year extensions.

In September, the tourism body took its creative and digital accounts to pitch, seeking to evolve its approach to respond to future opportunities and challenges. It was revealed that Tourism Australia would be looking to move towards a panel model.

M&C Saatchi was the incumbent on the creative account, while Digitas and ASAP+ handled its digital, CX and technology accounts. Both were appointed in 2018 following a highly competitive process.

Tourism Australia’s chief marketer, Susan Coghill, said Accenture Song’s response to the brief was best placed to allow the tourism body to change its marketing approach. At the time of the pitch announcement, she said that tourism marketing is constantly changing, and so too are the requirements from creative and digital agencies.

“We will be working closely with Accenture, The Monkeys and Droga5 to remind the world why ‘There’s Nothing Like Australia’ and are excited to learn more about the creative ideas and big thinking they can bring to the table as we look to get Australia’s tourism industry back on a path of sustainable growth,” she said. 

Tourism Australia’s long-standing brand ambassador, Ruby the souvenir kangaroo

“I would also like to take this opportunity to thank M&C Saatchi and Digitas for all of their hard work over the past five years. It was a challenging period and thanks to both agencies we were able to pivot into the domestic space, with the Holiday Here This Year campaigns, and once international travel resumed we launched our current global campaign Come and Say G’day welcoming travellers back to Australia.”

Managing director of the tourism body, Philippa Harrison, added: “We have a very specific brief at Tourism Australia with a global footprint that sees us actively market into 15 key international markets. Our campaigns have set a high benchmark over the years and as our operating environment continues to evolve we need to ensure Australia stands out on the world stage.

“During the tender process Accenture Song, along with The Monkeys and Droga5, proved they were best placed to provide Tourism Australia with the integrated global creative and digital services we need. We look forward to working with them to showcase the best Australia has to offer to the world.”

Accenture Song’s ANZ president, and co-founder and group CEO of The Monkeys, Mark Green, said: “It’s a privilege to partner with Susan and her team of outstanding marketers to help transform and elevate Tourism Australia’s global creative and digital marketing approach.

“Combining the creative firepower of The Monkeys (Australian agency of the decade) and Droga5 (US agency of the decade), underpinned by the technology and global footprint of Accenture Song, we have some of the best Australian talent from around the world coming together to bring the best of Australia to the world.”

Accenture Song’s CEO, David Droga, added: “This win means a lot. Professionally and personally. We are thrilled by the wonderful opportunity, immense responsibility and the rekindled partnership.”


Get the latest media and marketing industry news (and views) direct to your inbox.

Sign up to the free Mumbrella newsletter now.



Sign up to our free daily update to get the latest in media and marketing.