Tourism Australia puts creative advertising account out to pitch

Tourism Australia is on the hunt for a brand and creative agency partner to help evolve its strategic and creative direction.

The national tourism body has called for expressions of interest from agencies as it looks to review its longstanding ‘There’s Nothing Like Australia’ brand platform.

“The key objective of the partnership would be to develop a compelling and differentiated brand positioning to attract high-value travellers and a robust creative platform from which engaging global and local/regional campaigns can be developed.”

“The creative platform will also serve to galvanise the tourism industry in Australia and inspire better marketing opportunities and creative solutions with our airline and distribution partners.”

The open tender calls for an agency that “can provide a tailored global agency operating model” with experience in the brand’s core markets of China, UK, US and South East Asia.

The Tourism Australia account is currently held by Clemenger BBDO, which won the account in 2013, however, the contract is due to expire in December.

The pitch comes just months after the brand secured global headlines with its ‘Dundee’ Super Bowl campaign, which was created by Droga5.

Tourism Australia’s CMO Lisa Ronson told The Drum the campaign sought to entice high-value US travellers to visit Australia and would add $860m to the country’s economy.

Tourism Australia is one of the nation’s most high profile advertising accounts with the tourism body responsible for some of Australia’s most iconic advertising campaigns.

Previous Tourism Australia campaigns have included an emotive Baz Luhrmann directed film and the controversial 'Where the bloody hell are you?' campaign, which was banned in the UK. Recent campaigns have featured Chris Hemsworth as the brand's global ambassador.

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