Tourism NT appoints panel of PR agencies following tender process
Tourism NT has revealed the panel of agencies appointed to its public relations account.
Access PR has retained its place on Tourism NT’s roster, after first winning a tender for the PR account in 2017. The new panel of agencies also includes Mango Communications, PEPR Agency and Edelman.
Tourism NT opened the tender in January, seeking a panel that will form a press office for its Domestic Consumer Communications and Northern Territory Business Events division and working on its marketing activities.
The panel of agencies follows a tender opening in January
Tony Quarmby, Tourism NT’s executive general manager of marketing, told Mumbrella it was a competitive tender process.
“The number and calibre of agencies that applied for the contract was outstanding and demonstrates the interest there is in representing exciting and unconventional clients such as Tourism NT,” Quarmby said.
“To maximise the broadest range of talents differing agencies have to offer we have created this panel to service Tourism NT’s PR activity so it aligns with our wider-ranging marketing activity, enhances the NT brand, destination positioning, breaks down perceived barriers and creates a sense of urgency to visit. We look forward to working with them all and spreading the message that holidays to the Northern Territory are truly ‘Different’ in every sense.”
Andrea Kerekes, co-founder and CEO of Access PR, commented to Mumbrella: “The Territory is without a doubt the most incredible place in Australia, and we are excited and honoured to be the retained agency for Tourism Northern Territory once again. We’re also thrilled to be able to further establish our relationship with the Territory through our Darwin office, led by Bethaney Maley.”
Access PR’s Darwin office opened at the start of this year, in order to service its Charles Darwin University and Parrtjima – A Festival in Light accounts, as well as Tourism NT.
Edelman, Mango Communications and PEPR Agency’s contracts are worth $44,000 each. Meanwhile, Access PR has been contracted for $730,400.
Fern Canning-Brook, managing director of Edelman, said: “Both Edelman and Tourism NT value creative earned storytelling, driven by insight-led strategic thinking. So we are absolutely ecstatic to be an agency partner to Tourism NT and can’t wait to create talkability, desirability and future visitation to this truly unique destination, and support the sustainable growth of the tourism industry in the NT.”
PEPR Agency has previously worked with the South Australian Tourism Commission, Tourism Fiji and the Royal Thai Consulate.
“We are so thrilled to be working with Tourism NT as the state borders reopen and demand for domestic travel continues to surge,” said PEPR’s director Philip Engelberts.
“Australians are restless for adventure and the Northern Territory always delivers with its stunning landscapes, waterfalls and outback adventures, as well as traditional Aboriginal art and cultural experiences. PEPR’s extensive tourism and STO [state tourism operator] experience means we’re well-positioned to share the stories of the Territory and inspire travellers to experience this incredible destination for themselves.”
Mango Communications managing director, Tabitha Fairbairn, said: “We’re so pleased that Mango ANZ being appointed to Tourism NT’s PR panel. It’s a brilliant opportunity for us both strategically and creatively and we’re looking forward to getting started.”
Last week Tourism NT launched a domestic tourism campaign ahead of its borders reopening on 17 July.
In October 2018, KWP won the two year creative agency contract for Tourism NT. In March 2019, Atomic 212 was reappointed to the two-year media agency contract.
topics
Access PR
Andrea Kerekes
Edelman
Fern Canning-Brook
Mango Communications
PEPR
Philip Engelberts
Tony Quarmby
Tourism NT
How many head hours from how many agencies went into being awarded a 44k contract. If holding companies see PR as a loss leader to get into clients business we are all fucked.
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To appoint a panel, you’d have to be really unsure about what you’re next steps are. And that’s fair for a tourism brand in this market.
Still, my feeling is markets are over reacting. The human spirit cannot be contained within 4 walls. We are here to explore the world – and that is not going to stop, anytime soon.
Maybe Northern Territories has to set up its own airline – even if its only one aircraft (you can buy them cheap from Virgin) so it takes control over its customers from Qantas, Emirates and other airlines.
Like Arnold Schwarznegger, the tourists – will be back!
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I really hope that there is a smart, well thought out strategy behind this approach.
Because on first glance it looks like the absolute worst possible set up for both the client and the agencies.
3 agencies on 44K means no dedicated teams, no depth of investment and the likely constant fighting between those 3 agencies to carve more space for them.
In the current climate agencies need to be highly integrated, leveraging and amplifying work every time they go to market. From my experience this announced set up will provide the exact opposite. Which is a shame. NT really is one of the most beautiful places in Aus and deserves a larger share of the domestic market over the next year. I’d be very surprised though if this set up will deliver this.
Good luck to all involved. You are going to need it.
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