Cummins&Partners goes west with Tourism WA

By AdNews | 15 August 2014
WA Tourism 'Experience Extraordinary' by Host / The Glue Society.

Cummins&Partners has been appointed the strategic marketing and communications agency for Tourism Western Australia, ousting five-year incumbent Host.

The Melbourne-based agency was appointed following a robust two-stage tender process, which began in February.

Stephanie Buckland, CEO at Tourism WA, said: “The tender panel found Cummins&Partners showed a high level of strategic and creative thinking along with an in-depth understanding of the tourism sector.”

She added that the WA State Government has a strategy to see visitor spend increase to $12 billion by 2020 and that Cummins&Partners will play a key role in helping it achieve that.

The agency's chief strategy officer, Adam Ferrier, grew up in WA, as did senior creative Connor Beaver and team leader Georgina Pownall.

“It is great that key members of the team originate from WA, are passionate about our extraordinary state and excited about working with us to sell it to the world,” added Buckland.

The tourism body spent $4.6 million on main media in 2013, according to Nielsen data. The figure is a national spend, and not WA exclusive.

Cummins&Partners will start work on the account on 1 September.

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