Tourism Vancouver has appointed Initiative Australia to its media account, following a successful collaborative ideation process with McCann West in Vancouver, Canada.
The agency will work across Tourism Vancouver's media strategy, planning and buying with a focus on digital media.
"The working partnership with Tourism Vancouver, Initiative and McCann demonstrates our effectiveness and creativity across the global network to tap into the nuances in each of Tourism Vancouver’s target markets," McCann West Canada president Karen Pearce says.
The Tourism Vancouver account marks the ninth win for the agency this year.
"Vancouver is highly visible to Australian travellers as both a primary destination and the western gateway to Canada," Initiative Australia CEO Melissa Fein says.
"The city has very rich and diverse cultures and our work will be designed to highlight the attractiveness of Vancouver on many levels."
Last week the agency secured the $30 million Carnival Australia business, with earlier wins including ARN and Fujitsu.
The agency also retained major client Officeworks at the end of 2018, with the account worth $25 million and Swinburne University at the start of 2019.
Most recently, Initiative appointed UM strategy leader Chris Colter, following the decision to axe the Sydney' GM role, with Nick Wokes exiting the agency, joining Nova Entertainment as its new head of digital audio.
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