Initiative picks up Tourism Tasmania

James McGrath
By James McGrath | 25 May 2015

IPG agency Initiative has picked up the Tourism Tasmania media account, thought to be worth $3.5 million per year.

While it is thought Tourism Tasmania spent about $3.5 million on main media in 2014, Initiative said the pitch was campaign-related, although the contract runs for five years.

Initiative Melbourne will spearhead the account with Sydney to support, the agency picking up the work after an open tender process which featured a small number of agencies on the shortlist.

Tourism Tasmania is the Tasmanian Government agency whose role is to maximise the contribution of tourism to Tasmania's economic growth, through effective brand destination marketing.

“This appointment is a rare and unique opportunity to work with a truly world-class destination brand,” Initiative Melbourne managing director Stephen Fisher said.  

“We are thrilled to be able to work with the team at Tourism Tasmania and are looking forward to getting stuck in and delivering some fantastic work.”

Initiative will now get to work on national campaign development which will run across all media channels.

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