Tourism Tropical North Queensland appoints Supermassive for global project

Indie agency Supermassive has been tapped as the creative partner of Tourism Tropical North Queensland (TTNQ) for an upcoming global project, following a competitive pitch.

The agency, founded by ex-Havas talents Laura Aldington, Simone Gupta and Jon Austin, launched in June this year, describing itself as an indie agency with an ambition to set a new benchmark in effective non-traditional advertising.

The appointment will see the trio develop ideas for creative in TTNQ’s key markets, with a focus on sustainable tourism.

“As we reconnect with international markets, we are looking for innovative ways to cut through the competitive landscape and align with shifting consumer behaviour, to ultimately drive greater sustainable travel,” said TTNQ’s general manager of marketing, Lani Strathearn.

“The team at Supermassive demonstrated that they understood the complexities of this challenge, and presented us with standout ideas.”

Aldington, Gupta and Austin said they are “thrilled to be representing such a unique, important and beautiful part of Australia”.

They continued: “The team at TTNQ’s ambition to drive awareness and impact as an eco-travel destination through a combination of thoughtful strategy and non-traditional creativity aligns perfectly with our mission.”

In August, the agency was appointed by P&O Cruises to lead its brand repositioning and relaunch, which includes a new brand platform, identity and refreshed creative.

“The opportunity to help this wonderful, iconic brand realise its full potential by bringing a whole new audience to cruise is a dream brief for us,” the three said in a statement at the time.

The P&O Cruises work is expected sometime later this year.


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