Tourism Australia has officially confirmed the appointment of OMD to its $180 million global media services account, as previously tipped by AdNews.
Sources said the contract has been waiting in the wings for weeks, while lawyers go over the detail. AdNews flagged up the move last month. The account was previously handled by Carat.
The contract covers media planning and buying; search marketing and optimisation services; and social media marketing.
Tourism Australia Managing Director Andrew McEvoy said: “Tourism marketing is constantly evolving and the expiry of our existing global media services contract provided us with an opportunity to test the market again, in line with Tourism Australia’s long-term strategy and goals.
“OMD demonstrated creativity, consistency and a depth of talent on a global basis, as well as a real enthusiasm for our business, and we’re really pleased to have them on board.
“Carat has done a great job for us over the past six years, including helping to roll out our current global brand campaign, There’s nothing like Australia, and I’d like to thank them for their efforts,” McEvoy said.
OMD CEO, Australia, Peter Horgan, said: “With what is still a relatively new global brand campaign really starting to gain traction and with the recent launch of the 2020 Tourism Industry Potential, this is a hugely exciting time to be working with Tourism Australia.
“Getting the opportunity to help market your own country at home and abroad doesn’t come along every day and we’re thrilled to be entrusted with the responsibility.”
The new arrangements will start on 1 July 2011 and run for three years, with an option to extend the contract for two further 12 month periods.
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