Independent media agency Atomic 212 has won the media account for the Spirit of Tasmania, the main ferry line between the state and mainland Australia.
AdNews understands that the account is worth approximately $8 million in annual billings, with the service wholly owned by the Tasmanian Government.
With annual revenue of over $200m, Atomic will be responsible for handling the media strategy, planning and booking across all media channels. The account was previously held my Wavemaker.
The company conducted a rigorous and competitive tender process earlier this year as the current three-year media service agreement was coming to an end.
"We look forward to driving growth for their business. Spirit of Tasmania is a wonderful brand, which delivers a unique travel experience and holds a strong position in the market,” Atomic 212 Melbourne MD and partner Claire Fenner says.
"It has been a steady growth trajectory for Atomic 212° and there is a lot of energy in the agency right now. Our team is passionate about delivering on our brand promise of smarter, faster, accountable media."
The appointment coincides with the decision by Spirit of Tasmania to upgrade their vessels by 2021. Atomic 212° will commence a three-year term from 1 July 2019.
Spirit of Tasmania CEO Bernard Dwyer says the business was impressed by Atomic's "holistic strategy capabilities, performance mindset, tools and expertise".
“I have full confidence that Atomic 212° will be a valuable partner to support the Company’s media strategy over the coming years," Dwyer says.
“In particular, its insights into how to build brand relevance amongst new audiences will be essential for our growth strategy as we move towards new vessels in 2021.”
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