UPDATED: Tourism NZ is reviewing its $8 million Australasian account, in order to consolidate its roster and find partners to handle Australian marketing and global brand strategy.
The organisation is reviewing its Australian and global brand strategy accounts, which are held by Auckland-based Assignment Group and Sydney-based Amnesia Razorfish and Mindshare. Tourism New Zealand is retaining its global relationship with Razorfish, which handles marketing communications outside of Australia.
Tourism New Zealand general manager marketing communications Justin Watson said: “It’s time to look at reviewing and consolidating our partners to get greater coordination and integration of activity.
"We are therefore evaluating the services to ensure correct alignment of delivery with Tourism New Zealand’s strategic goals, particularly maintenance of the ‘100% Pure You’ campaign and our focus on digital marketing."
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 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.
Have something to say? Send us your comments using the form below or contact the writer at davidblight@yaffa.com.au
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.