Tourism Australia replaces Carat with OMD as global media partner

Tourism Australia logoTourism Australia has appointed OMD to handle its global media planning and buying account.

After a hard fought pitch that kicked off in December last year, the Omnicom network came out on top of a shortlist that included MediaCom, ZenithOptimedia and incumbent Carat to claim the three-year $180m contract.

“OMD demonstrated creativity, consistency and a depth of talent on a global basis, as well as a real enthusiasm for our business, and we’re really pleased to have them on board,” said Tourism Australia’s MD Andrew McEvoy.

“Carat has done a great job for us over the past six years, including helping to roll out our current global brand campaign, There’s nothing like Australia, and I’d like to thank them for their efforts.”

The contract covers media planning and buying, social media marketing, search marketing and optimisation services. OMD will start work on 1 July 2011, and the contract will run for three years with an option to extend the contract for two further 12 month periods.

OMD Australia’s CEO Peter Horgan said: “With what is still a relatively new global brand campaign really starting to gain traction and with the recent launch of the 2020 Tourism Industry Potential, this is a hugely exciting time to be working with Tourism Australia.

“Getting the opportunity to help market your own country at home and abroad doesn’t come along every day and we’re thrilled to be entrusted with the responsibility.”



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