Saatchi & Saatchi has been appointed as the creative agency of record for Visit Victoria, taking over from the incumbent Clemenger BBDO Melbourne.
Visit Victoria released the tender for its creative account in November last year.
Clems Melbourne created the ‘Twist at every turn’ campaign
According to Visit Victoria, Saatchi & Saatchi’s pitch “demonstrated the agency’s strengths in integrated marketing, digital and data, shown through its proposition to deliver ‘impossible outcomes through the alchemy of creativity, intelligence and technology'”.
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Visit Victoria CEO, Peter Bingeman, said in a statement: “Victoria has an abundant array of incredible events and experiences. For each of these, there is a unique story to tell and we look forward to partnering with Saatchi & Saatchi to tell these stories to audiences in Victoria, Australia and internationally.”
Bingeman also thanked Clemenger BBDO for its eight years of service.
“The partnership between Visit Victoria and Clemenger BBDO was strong and effective. I’d like to thank the team at Clemenger BBDO for helping us to ignite the imaginations of travellers to visit Melbourne and regional Victoria,” Bingeman said.
“As we move into the next chapter, Visit Victoria is very excited to partner with Saatchi & Saatchi particularly around how we use integrated marketing, digital and data to maximise our creative campaigns and initiatives.”
Mark Cochrane, Saatchi & Saatchi Melbourne managing director, said: “We are both humbled and thrilled with the opportunity to work together with the Visit Victoria team, its stakeholders and the greater Victorian tourism industry on such a truly iconic brand.
“When we started Saatchi Melbourne four years ago, we had an ambition to not only be connected to the culture of the city and the state, but to hopefully be value additive to it as well. Now 55 strong here in South Melbourne, we are excited to be given the opportunity to work with Visit Victoria, and to tell stories about the place we call home.”