Tourism Victoria has appointed OBM Advertising as its boutique creative agency, completing a tender process which began almost a year ago.
OBM has been selected to provide “boutique” services to the tourism body, assisting them with campaigns which require a fast turn-around.
The recruitment of OBM follows the appointment of Clemenger BBDO Melbourne in September as Tourism Victoria's lead creative agency, ending an 18-year relationship with former agency Publicis Mojo Victoria.
Mojo had created the famous “Pieces of Victoria” campaigns and “Jigsaw” brand positioning, which the organisation will continue.
Tourism Victoria put its creative services contract out to tender almost a year ago, as revealed by AdNews. The appointment of a boutique creative agency had been put on hold until after the lead agency was appointed.
Tourism Victoria chairman, Dr. Janine Kirk, said: “Following an extensive and thorough tender process that involved three-stages of evaluation, OBM Advertising was appointed from a highly competitive field.
“With both the appointment of OBM Advertising and Clemenger BBDO to support Tourism Victoria and its partners, we make the most efficient use of both boutique and lead marketing agency capabilities and resources to further reinforce Victoria's reputation as a leading tourism destination.”
Recently, PHD had been hired to work on planning for Tourism Victoria while media buying is still handled by Mitchell & Partners as part of the master Victorian Government account.
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