Ardent Leisure media account in play

Pippa Chambers
By Pippa Chambers | 4 March 2015

Australian leisure and theme park owner Ardent Leisure is on the hunt for a new media agency.

The company owns and operates attractions such as Dreamworld, WhiteWater World and SkyPoint theme parks and attractions such as AMF and Kingpin Bowling, Goodlife Health Clubs, and more. It also has a growing portfolio of family entertainment assets in the US.

The business, thought to be worth about $8 million to incumbent UM, was allegedly re-pitched for about $14 million in a new budget push, AdNews understands.

AdNews believes that Carat, MediaCom, Ikon, Starcom, Atomic 212, Brisbane-based Media Circus and one other were invited to pitch for the account.

UM CEO Mat Baxter confirmed to AdNews that it was not involved in the pitch for the business as both parties had agreed to part ways.

A spokesperson from Ardent, which is listed on the ASX, said: “Yes - Ardent Leisure is midway through a change in strategy as to how we approach our media engagement. 

“While discussions are still taking place, there is nothing further we can confirm at this stage, however we look forward to making announcements in due course.”

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