Credit: Nick Fewings via Unsplash
Tourism Australia has launched a tender for PR and social media services in the UK and US, seeking agencies that can generate "disproportionate attention" for Australian travel, AdNews can reveal.
The government body wants an agency that can deliver strategic planning and market intelligence, including annual plans tailored to each market, while developing earned and owned social campaigns supported by quarterly “attention spike” concepts.
They will also be required to manage advocacy and influencer programs with at least one talent engagement per quarter, integrating seamlessly within Tourism Australia’s Agency Village structure alongside creative, media and digital partners.
"We are seeking an earned-led agency capable of translating global marketing visions into localised 'always on' activities and 'attention spikes' that resonate with High-Yield Travelers," the tender documents state.
The US remit calls for at least 600 earned social and media clips with an Estimated Advertising Value of $33 million.
The UK market requires at least 185 clips with an EAV of $39 million.
Tourism Australia will run a two-stage evaluation.
The primary evaluation will use weighted scoring with technical capability covering strategy and creative weighted at 30%, advocacy and talent management at 20%, and capacity, skills and experience at 20%.
Systems, methodologies and reporting will account for 15%, value add and innovation 10%, and sustainability 5%, while ethical conduct and practices is assessed on a pass/fail basis.
Shortlisted agencies (two to four per market) will receive a brief on April 2, with presentations scheduled from April 28 to May 5, focusing on creative amplification, personnel capability and village collaboration.
Tourism Australia will then assess whether a single multi-market partner delivers better value than appointing two specialists.
Agencies must meet Tourism Australia's net-zero emissions by 2030 target, demonstrating energy efficiency initiatives and renewable energy usage, circular economy approaches to physical activations, sustainable sourcing strategies for marketing materials and carbon footprint reporting.
Tenderers must complete a Modern Slavery Questionnaire, with the procurement categorised as high-risk due to offshore content hubs and event-related labour.
Agencies need representation in Los Angeles or New York for the USA and London for the UK. Agencies must show "authentic affinity for contemporary Australian culture" to ensure genuine brand representation to US and UK audiences.
The Q&A period for the RFT is set to end on February 27 before the tender closes on March 5.
The tender reflects Tourism Australia’s recent RFT for an agency to handle the Japan market and is happening alongside a media account pitch.
Have something to say on this? Share your views in the comments section below. Or if you have a news story or tip-off, drop us a line at adnews@yaffa.com.au
Sign up to the AdNews newsletter, like us on Facebook or follow us on Twitter for breaking stories and campaigns throughout the day.