Tourism Western Australia appoints The Monkeys to lead creative amongst new agency roster

The Monkeys have been appointed as lead creative agency for Tourism Western Australia.

Also on the new roster is Clemenger BBDO’s Perth-based Marketforce and The Brand Agency.

Tourism Western Australia has appointed The Monkeys as lead creative agency

The account went out to tender in mid-2018. The incumbent creative agency is Cummins & Partners which won the creative account from Host in 2014.

Sean Cummins global CCO of Cummins & Partners, told Mumbrella: “We are very happy to finish our remit and pass the baton on for Tourism WA to this group of fine agencies. We finish our time on a high with numbers revealed at year ending September 2019 with a record-breaking 2.87 million out-of-state visitors. We have amazing travel and tourism experience and we look forward to our next journey within the category.”

The multi-year contract will see The Monkeys leading the local and global creative output for the tourism body. It has been initially briefed with developing a brand strategy in line with the state’s existing brand narrative work which was done in collaboration with the WA’s tourism industry.

Tourism WA managing director, Brodie Carr, alluded to the release of the narrative work.

“We travelled from Kununurra to Esperance and everywhere in between talking to tourism operators about what made WA stand out as a holiday destination. That consultation helped form WA Tourism – Our Story, which we will be sharing with industry in the coming months,” he said.

“The work we have done with industry to develop our own unique story about what makes a WA holiday different from a holiday anywhere else in the world will form the basis of the brand strategy and our campaigns moving forward and will help us attract even more visitors to the State.”

The Monkeys co-founder, group CEO and Accenture Interactive lead for Australia and New Zealand, Mark Green, said: “Western Australia is such a unique place with abundant natural beauty and is home to a wonderfully warm community of people. Drawing visitors to Western Australia is a job we are looking forward to starting.”

Carr added: “We are very pleased to work with The Monkeys to promote Western Australia as a compelling holiday destination.”

“The Monkeys showed a thorough understanding of the challenges and issues we face in raising the profile of Western Australia as a world-class tourist destination and provided a range of well-researched solutions, strategies and innovative opportunities to overcome those challenges.

“Appointing local companies to provide production and implementation services gives us a great range of quality agencies to work with to grow the number of people coming to WA. It also means a lot of the work will be done here in Perth, supporting local jobs.”

The appointment for The Monkeys follows the addition of Drink Wise’s creative account to the agency’s roster in December last year.

Late last year the relationship between The Monkeys and its parent company Accenture Interactive tightened, with Green taking on the role of lead for Accenture Interactive Australia and New Zealand, and co-founders Justin Drape and Scott Nowell adding co-chief creative officers for Accenture Interactive Australia New Zealand to their titles.

In January last year, Tourism WA appointed GPJ to its experiential account.

The Brand Agency and Marketforce have been contacted for comment.


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