Ardent Leisure media pitch – down to three

Pippa Chambers
By Pippa Chambers | 10 March 2015

Following Ardent Leisure and its media agency UM splitting, AdNews revealed last week that the multimillion dollar media account was up for grabs.

While as many as six or seven agencies were thought to have pitched, such as Carat, MediaCom, Ikon and Brisbane-based Media Circus, AdNews now understands that the pitch is down to three – Starcom, Match Media and Atomic212.

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.

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

Last week 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.

At the time, 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.”

None of the agencies were able to comment on the pitch process. 

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