Tourism Tasmania seeks expressions of interest for creative services

Tourism TasmaniaTourism Tasmania is calling out for expressions of interest from creative agencies following the appointment of Initative as its media agency in May.

According to the tender document, the tourism body is seeking expressions of interest from marketing communications agencies wishing to supply services and “become a partner in sustainable market growth from tourism in Tasmania”.

Tourism Tasmania CEO John Fitzgerald said: “The role of our creative agency will be vital to the effectiveness and the overall performance of Tourism Tasmania’s destination marketing and tourism brand.

“We are naturally looking for an agency partner that will provide us with the innovative thinking and strategic marketing planning needed to effectively represent our tourism brand and stand out from the competition, while also providing the traditional creative and production services expected of a creative agency.

“With a destination marketing budget that is usually smaller than other states and even some large regions, the challenge for Tasmania is to be able to stand out in a cluttered marketplace.”

JimJam and Custard are the incumbents on the account, winning the account in September 2012 when it was worth an estimated $5.675m.

The successful agency will provide strategic planning, creative and production services (traditional, digital and new media) and advertising design services with a focus on destination promotion and co-operative tactical activity with a range of partners and industry stakeholders.

Tourism Tasmania is required to run open tenders for important major contracts when their term expires, and our creative services contract is one of these,” said Fitzgerald.

“The current contract for our lead creative agency expires on 30 November 2015, so we are getting the process underway in sufficient time to have the chosen agency working on our account from 1 December.”

Tourism Australia’s ‘Go Behind the Scenery’ campaign was created by JimJam, with the latest execution launched in February.

The current contract with Custard and JimJam expires on November 30, with the new contract to run from December 1 to November 30 2020.

The expressions of interest closes on Thursday July 30 at 2pm.


Miranda Ward

Disclaimer: Tourism Tasmania is currently advertising on this website.


Tourism Tasmania


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