OMD has kept the massive Tourism Australia account for another year. The Omnicom-owned media agency won the global account from Carat in 2011. At the time, it was reported to be worth some $180 million in total.
The initial three year contract had the option for two 12 month extensions. The deal announced today puts one on the board for OMD.
Run out of Sydney, the business spans 16 markets and includes offline, online, SEO, SEM and social media. Tourism Australia’s chief marketing officer, Nick Baker, said OMD had "added real value with its ability on a consistent basis, to deliver and execute stand-out media campaigns which can be applied and adapted locally to work across multiple markets. The work we get is strategic, high quality and, importantly, closely aligned to our business goals.”
"OMD are a valued business partner and we look forward to extending our close and productive working relationship with the team."
The tourism body said the agency's work in delivering collaborative initiatives was moving the needle, citing campaigns such as Dream Team and the relaunch of There’s Nothing Like Australia. Meanwhile Best Jobs in the World which offered people from all over the world the chance of a dream job in every state notched up some 600,000 entries.
Collectively the work last year helped push visitor arrivals for 2013 to 6.5 million, an increase of 5.5 per cent on 2012.
OMD Australia boss Peter Horgan said the firm was delighted to continue the relationship with Tourism Australia, "a flagship account" and that OMD looked forward to "delivering more great work".
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