Match Media has won media buying and planning duties for Tourism New Zealand (TNZ). The account has been with GroupM's Mindshare but the tourism body appointed Match without pitch as it pursues a stronger digital focus.
The Australian market is hugely important to Tourism New Zealand in terms of vicinity and volume of visitors. From December 2016, Match will manage media buying across all channels and will also work to add value to the global Facebook and Google partnerships that TNZ manages globally.
The organisation’s marketing work is largely digital and handled by Razorfish across the world (outside of Australia). Whybin/TBWA manage local branding activity with the award-winning 100% pure New Zealand campaign.
TNZ general manager global marketing communications Kate Necklen says the tourism body was impressed by Match's grasp of technology, digital and analytic insight "as well as a strong understanding of the tourism market". Match is also within the same holdling company (Publicis Groupe) as Razorfish, the digital full service agency that handles much of Tourism NZ's work abroad.
"We are very much looking forward to working with the new team," Necklen says. "We have a glocal way of working hence it is important to improve the integration of creative and media to maximise responsiveness in our campaigns at a local and global level.”
James Simmons, COO of Match, adds: “This is a wonderful win for Match, there are a lot of people at Match clamouring to have the chance to work on the TNZ account. It’s an amazing brand and very digitally progressive, which is the perfect blend for Match. Add that to our opportunity to interact globally with Razorfish as part of the Publicis Groupe and it’s a unique win for Match."
This latest win follows yesterday's news Match Media had won media duties for the 2017 Rugby League World Cup.
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