Voyages has appointed BMF as its strategic advertising and creative agency, and Speed as its media planning and buying agency, each following a competitive pitch.
Voyages is an indigenous tourism organisation which manages tourism and resort facilities in the Northern Territory, Queensland and Western Australia.
Its most popular destinations include Ayers Rock Resort, Mossman Gorge and Home Valley Station.
Voyages chief marketing officer Ana Sofia Ayala says both agencies presented outstanding responses in the pitch processes.
“BMF was selected on its standout response to our brief, including their ability to capture the essence of our brand. The quality of the strategic thinking and calibre of the ideas that were presented were world-class and we believe they will be a strong, collaborative partner that will deliver on our brand promise," Ayala says.
“SPEED was selected in order to use its robust approach to data analytics to unlock unique insights. We were impressed with their ability to use this capability to drive a truly innovative integrated strategic approach between creative and media.”
As a result of the appointment, BMF will develop a new brand platform and integrated communications campaign for Voyages’ main resort in Uluru.
The agency will also act as an extension of Voyages’ marketing team, working together on the Voyages’ resorts communications strategy and implementation over the next three years.
"We know how special Voyages’ indigenous destinations are and we can’t wait to help relaunch a place and experience that is so important to Australia and the indigenous culture it celebrates," BMF CEO Stephen McArdle says.
"It will be an absolute privilege to work on. We’re also excited to partner up with Ian and his team at SPEED, who have already brought some fresh and dynamic comms-planning thinking to the table, that will help drive the effectiveness of our creative approach.”
BMF will be working closely with Speed which was appointed as the new media partner following a separate review process.
“We couldn’t be more excited to start working on such an interesting brand, in such a dynamic category, at such a unique time," Speed managing partner Ian Perrin says.
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