Tourism Australia kicks off global creative agency review

Tourism Australia has begun a global review of its advertising agency relationships.

The review will include the tourism body’s traditional and digital advertising services, and the contract will run for a three-year period from 1 July 2013.

The ad account is currently held by DDB Sydney, which was behind the latest incarnation of the There’s Nothing Like Australia campaign – ‘It’s like love’ – which was named Australia’s favourite TV ad at the Mumbrella Awards.

DDB’s contract was extended from June 2012 for another year in August, when the agency claimed ‘It’s like love’, a $4m production, was Tourism Australia’ most successful ever advert. 

The announcement from the tourism body: 

Tourism Australia has confirmed the start of a competitive tender process for its global creative services account.

The national tourism agency is required under Australian Government procurement rules to periodically review its agency partners to ensure the best service, value and fit with the marketing objectives and goals of Tourism Australia.

The successful agency or agencies will be selected through a competitive tendering process and will provide Tourism Australia access to their creative services over the next three years, proposed to commence on 1 July 2013. Services covered by the contract include both traditional and digital advertising.

Tourism Australia Managing Director Andrew McEvoy said effective creative advertising services are a key part of Tourism Australia’s marketing effort to encourage travellers to travel to and through Australia.

“Tourism marketing is constantly evolving and the expiry of our existing global creative services contract provided us with an opportunity to test the market again, in line with Tourism Australia’s long-term strategy and goals,” Mr McEvoy said.

Incumbent agency DDB Worldwide’s original three-year contract was due to run until July 2011, and was initially extended until June 30, 2012 and extended again for a further 12 months to 30 June 2013.

The new arrangements run for three years, with an option to extend the contract for two further periods of 12 months.

Interested parties wishing to be considered for the tender process need to register with  Austender at:

DDB Sydney has responded to the tender by issuing a statement.

MD Chris Brown said: “We are incredibly proud to have developed a fantastic relationship with Tourism Australia over the last five years. They are a world class marketing organisation and our partnership with their dynamic team has delivered a successful long term platform in ‘There’s Nothing Like Australia’ and the original launch was one of Australia’s first and most successful socially-led campaigns. Subsequently the ‘TNLA’ website has gone on to become an important digital platform for Tourism Australia.

“In 2011, our ‘Making Tracks’ campaign won Best in Show at the IAB Awards for ‘Social Media Marketing’, and more recently the next iteration of the ‘There’s Nothing Like Australia’ campaign has been recognised as Tourism Australia’s most successful campaign ever and won Mumbrella’s Ad of the Year, voted by the Australian public. We look forward to entering into the tender process and putting our very best foot forward.”


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