Agency bosses fly out on Tourism Australia pitch tour

Arvind Hickman
By Arvind Hickman | 19 April 2016

Media agency chiefs are flying out with Tourism Australia decision makers this week as the pitch enters its final phase. Agency boses will make presentions in 'priority markets' including Southeast Asia, China, UK, US and India.

The tour could take several weeks to determine which global agency wins one of Australia's most prestigious media accounts, and the costs involved for each agency to embark on the global pitch tour are understood to be significant.

The agencies left in the pitch are incumbent OMD, UM and Mindshare, AdNews revealed last week.

Tourism Australia says it is expecting to spend $300 million over a five-year period, of which 50%-60% will be focused on digital.

The extensive brief has three service components: global media, global digital media and China digital media.

Specific elements include being able to provide media buying services in 15 different countries, including the priority markets mentioned above, Malaysia, Singapore, Indonesia, Japan, South Korea, Hong Kong, Germany, France, Italy and Brazil.

The successful agency must also deliver a first or third party demand side platform for programmatic media buying to enable automated buying of desktop display, mobile display, mobile video and online video inventory.

Tourism Australia would also like a bespoke agency operating model to ensure consistent service delivery across the world.

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