Tourism Australia digital pitch moves into final stages

Lindsay Bennett
By Lindsay Bennett | 26 October 2018

The Tourism Australia (TA) digital pitch is at the final stages with a shortlist of three agencies thought to have been decided, AdNews understands.

Incumbent AKQA was defending its position as digital agency for TA but it's not clear if the WPP-owned agency is through to the last round.

AdNews understands TA is seeking an agency with a strong global presence and specifically, strong US and Australian offices.

TA’s digital agency is expected to be announced shortly.

The digital pitch kicked off at the same time as Tourism Australia’s creative pitch, which is also in its final stages.

M&C Saatchi, DDB Sydney, BMF, Droga5, incumbent Clemenger and a Publicis agency, believed to be Leo Burnett or Saatchi & Saatchi, are all in the final round for the creative pitch.

AdNews understands Droga5 was involved in the last TA creative tender back in 2013 and agreed to partner with Ogilvy to secure the account, but ultimately lost out to Clemenger and DT.

Industry commentators have speculated that Droga5 could tie-up with Thinkerbell, which led the launch of Tourism Australia's most recent campaign.

A tender notice from the government body also identified China as a high priority for organisation. It also stated the key objective for the successful agency would be to “develop a compelling and differentiated brand positioning to attract high value travellers".

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