Credit: Wavemaker
Wavemaker Adelaide has won the South Australian Tourism Commission's major events media account, beating rival agencies in a competitive pitch.
The WPP Media agency will handle media strategy, planning and buying across SATC's major events portfolio, including the Santos Tour Down Under, Tasting Australia presented by Journey Beyond, LIV Golf, AFL Gather Round, the National Pharmacies Christmas Pageant and the Norwood Food & Wine Festival.
The win extends Wavemaker's relationship with the South Australian government, which recently renewed the agency's place on the state's Master Media Scheme for a 17th year.
Wavemaker will work with SATC and its creative partners on media planning across the events calendar. Major events are a key part of South Australia's visitor economy.
Wavemaker Adelaide managing director, Kevin Kivi, moved to South Australia in January ahead of the account win.
"I have experienced firsthand how these incredible events and festivals completely take over and transform the state,” he said.
“There is an undeniable energy here. I am incredibly proud of the Wavemaker team, and we are thrilled to partner with the SATC to bring even more people visit the state and experience everything South Australia has to offer.”
SATC chief marketing officer Erik de Roos said the commission would take a single view across its events spending.
"We are excited to partner with the team at Wavemaker. By taking a holistic, portfolio-wide view of our major events, we will be able to more effectively leverage our media investment to continue driving significant economic benefits and tourism growth for South Australia," de Roos said.
Have something to say on this? Share your views in the comments section below. Or if you have a news story or tip-off, drop us a line at adnews@yaffa.com.au
Sign up to the AdNews newsletter, like us on Facebook or follow us on Twitter for breaking stories and campaigns throughout the day.