Tourism Victoria has ended its 18-year relationship with Publicis Mojo and shifted creative duties to Clemenger BBDO Melbourne.
Clemenger BBDO won the account following a three-way shoot-out between Ogilvy Melbourne and Publicis Mojo. Two months ago, AdNews exclusively revealed the three final shortlisted agencies. Clemenger will start on the account from 1 October, with a four-year contract term.
The protracted tender process was kicked off in February, with seven agencies initially shortlisted. A separate tender process for a boutique agency is still underway.
Tourism Victoria is expected to continue with its current "You'll love every piece of Victoria" positioning, as outlined in the tender document.
Tourism Victoria chairman Dr. Janine Kirk said: "Clemenger BBDO was selected because of its capacity to service Tourism Victoria's marketing needs over the long term and for its exceptional creative and digital teams who have produced national and international award winning creative campaigns."
Kirk paid tribute to the work 18-year incumbent Publicis Mojo has produced for the tourism body: "Tourism Victoria and Publicis Mojo have enjoyed a long and outstanding partnership. Together they have overseen the creation of the world's longest running destination marketing campaign."
"The highly successful 'You'll love every piece of Victoria' Jigsaw campaign has succeeded in turning around Victoria's tourism reputation to the point where Melbourne is now the most preferred tourism for Australians."
Mitchell & Partners handles media buying for the Victorian Government, however, that contract is currently out to tender.
Have something to say? Send us your comments using the form below or contact the writer at wenleima@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.