Ikon wins Queensland tourism media planning pitch

Arvind Hickman
By Arvind Hickman | 1 February 2018
Ikon's remit includes helping position Queensland, including the Great Barrier Reef, as Australia's premier tourism destination.

Tourism and Events Queensland (TEQ) – the sunshine state's peak tourism body – has appointed Ikon Brisbane as its media planning agency following a competitive pitch.

UM previously handled media planning for the government agency, while MediaCom will continue to handle buying of an account with annual billings of around $10 million.

TEQ group executive of global marketing Michael Branagh says Ikon is tasked with helping position Queensland as one of Australia’s premier tourism and events destinations.

“We’re excited to work with Ikon on what is an extremely important aspect of what we do at TEQ and we look forward to seeing the results of their innovative communication strategy,” Branagh says.

“We aim to inspire the world to experience the best address of Earth and Ikon will now be a key part in helping us continue to achieve that goal.”

Planning duties include above the line and below the line planning across Australia and New Zealand. It also includes social media and SEM planning and implementation in Australia and New Zealand.

Ikon Brisbane agency director Shelley Cook says Ikon's fully-integrated communications strategy was central to the pitch win.

“Our approach was a consumer-centric, data-driven and relevant strategy, applicable across all stages of the travel purchase journey.  It’s all about smarter ways to ensure high-value Aussie travelers see the content that aligns with their individual interests and unique travel behaviours,” she explained.

“We’re thrilled that this approach completely aligned with TEQ’s requirements, and the entire team can’t wait to get started.
The appointment is effective today.

Did you catch our State Report on Brisbane?

It’s not chasing notoriety and fame, it has big ambitions and modest budgets – Brisbane is thriving. AdNews left the Sydney bubble and met with a handful of Queensland agencies to find out what makes them tick. See here.

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