Adelaide-based tourism transport brand Great Southern Rail has hired George Patterson Y&R Adelaide as its creative agency following a five-way pitch.
GP Y&R replaces Adelaide agency Einstein Da Vinci, who did not re-pitch for the business. GP Y&R will be responsible for creative across multiple channels including digital. The first campaign will be unveiled in late December.
Great Southern Rail operates the Indian Pacific, The Ghan, The Overland the Southern Spirit tourism services.
Great Southern Rail marketing director, David Smith, said: "Great Southern Rail are excited about taking a new strategic direction and looking forward to working closely with GPY&R in what is an extremely competitive tourism market."
George Patterson Y&R national business director, Steve Doherty, said: "For anyone previously doubting our intentions on the Adelaide offering this win should clear things up. The business will be managed by a combination of Adelaide and Melbourne resources. It's a great foundation for our operation in South Australia."
MediaCom Adelaide handles Great Southern Rail's media buying.
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