Tourism Australia, with a campaign budget of about $130 million, has opened a tender for media services over the next five years.
Come and say G'day, chapter two, was launched last month in key international tourism markets via creative shop Droga5, part of Accenture Song, and with media buying by UM.
The tender will be run in two stages. The first will focus on agency capabilities and will run between September 2025 and December 2025. The second stage, from January 2026 and April 2026, will focus more closely on strategic capabilities and operational structure with shortlisted agencies.
CMO Susan Coghil said the tender for media services is a priority for the Tourism Australia’s destination marketing in 16 major source markets overseas.
“This process is about building a best-in-class media services partnership to market Australia’s compelling tourism offering at scale, whilst navigating disruption in the media ecosystem, and inspiring travellers to choose Australia across key international markets,” Coghill said.
“With the global media landscape continuing to evolve, demonstrated leadership in data, technology, and creative media thinking, as well as guidance on emerging platforms and changing consumer behaviours are important factors.
“We’re aiming to select an agency partner, or partners, to deliver media services across our international network at consistently high standards to meet the immediate and future demands of our business.”
The opportunity will be made available to interested organisations via the Australian Government’s procurement website, AusTender.
An industry briefing, including a Q&A session, will be held at 10.30am Wednesday, September 17, at the Museum of Sydney. Register HERE by 3pm Tuesday, September 16.
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