Tourism Australia takes creative and digital to pitch
Tourism Australia has begun a competitive tender process for its integrated global creative and digital services, seeking to evolve its approach to respond to future opportunities and challenges.
It is looking to move towards a panel model for creative and digital agency providers, and has said it is open to a range of potential panel types from tenderers.
Tourism Australia’s brand ambassador, Ruby the souvenir kangaroo
M&C Saatchi is the incumbent on the creative account, while Digitas and ASAP+ handle its digital, CX and technology accounts. Both were appointed in 2018, following a highly competitive process.
M&C Saatchi previously held the account from 2005-2008.
Philippa Harrison, managing director of Tourism Australia, said the new approach reflects the unique circumstances facing tourism as it continues to rebuild following the pause in international travel.
“Tourism Australia has a global footprint that sees us actively marketing Australia to attract international visitors in 15 key markets where our long-standing ‘There’s Nothing Like Australia’ brand platform has been in place for more than a decade.” she said.
“Currently we are in a strong position, with the return of international travel steadily rebuilding back to pre-pandemic levels and our global campaign ‘Come and Say G’Day’ gaining traction internationally to remind and inspire visitors about what an Australian holiday has to offer.”
Harrison said despite this success, Tourism Australia is still fighting for the tourist dollar, as global destinations also seek to strengthen their visitor economies.
“The change in approach to our global creative and digital services for the future is about giving our organisation the flexibility it needs to respond to a range of scenarios that could emerge in a rapidly changing world,” she said.
Susan Coghill, CMO of Tourism Australia, added that tourism marketing is constantly changing and so too are the requirements from creative and digital agencies.
“The key factors that attract visitors to Australia have largely remained the same over time, such as our world class natural beauty, people and lifestyle, and have been marketed internationally through a suite of excellent campaigns developed by our creative agencies, including our current ‘Come and Say G’Day’ campaign,” she said.
“What we have seen in recent years, more so than at any other time, is just how quickly our external environment can impact the marketing we do and where we need to respond swiftly on multiple fronts at any one time with creative work.
“Moving to a panel approach better reflects the diverse creative and production needs of our business and in particular the integration of digital across all of our marketing,” Coghill concluded.
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Lauren McNamara is a journalist at Mumbrella, covering the creative and PR beat. She joined in November 2022 as editorial assistant, after completing a Bachelor of Communications (Journalism) at UTS.
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