Tourism New Zealand has reached the shortlist stage in its combined creative and media pitch, as it looks for partners to handle Australian marketing and global brand strategy.
Four creative agencies have partnered with four media agencies for the Tourism New Zealand pitch. Clemenger BBDO has been shortlisted in partnership with PHD, while a Whybin/TBWA and Mindshare partnership is also in the race.
Tourism New Zealand has also shortlisted a Droga5 and Ikon Communications pairing, as well as a partnership between Publicis Mojo and Starcom.
The incumbent media agency is Mindshare, while the incumbent creative agency was New Zealand-based creative agency Assignment.
The Australasian market commands the lion’s share of Tourism New Zealand’s marketing spend. In other markets, the organisation’s marketing work is largely digital in nature, and handled by Razorfish. Winning agencies will handle marketing for Australia, as well as developing global strategies for other markets.
Tourism New Zealand has refused to be drawn on its global marketing budget. However, 1.1 million visitors out of 2.5 million per year are Australian, meaning the Australian marketing spend is the largest chunk of Tourism New Zealand’s global budget.
Tourism New Zealand does not have a marketing budget within New Zealand.
The organisation’s estimated main media spend in Australia in the 12 months to June 2011 was $7.3 million, down from $7.4 million in the prior period, according to Nielsen. A source said the value of the account is closer to $8 million.
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