Credit: Erik Eastman via Unsplash
Tourism Australia has issued a request for tender for PR and social media services in Japan, AdNews can reveal.
The work will be aimed at maintaining and growing Japan's $2.2 billion inbound market value, Australia’s seventh largest.
The government agency is seeking either one integrated agency or two specialist agencies to manage public relations and social media operations in the Japanese market over a three-year term, starting from August, 2026.
The scope covers mainstream and trade media relations, executive thought leadership, influencer programs and management of localised social channels including Facebook, Instagram and TikTok.
Key deliverables include development of an annual strategic PR plan, execution of media events and hosting programs for up to ten international media visits annually and quarterly creative ideation focused on ROI.
To be considered, agencies must demonstrate cultural expertise in the Japanese market, with bilingual proficiency required across proposed account teams.
The successful partner will work within Tourism Australia's agency village structure alongside creative, digital and media agencies.
Evaluation criteria include technical capability (45%), capacity and experience (25%), governance and systems (15%), sustainability (5%), and value-add innovation (10%).
Tenders close March 5, with shortlisted agencies invited to task-based presentations in late April.
Contract negotiations are scheduled for July 2026.
The procurement requires representation and service delivery in Tokyo, with all work complying with Commonwealth Procurement Rules and Japan's data protection legislation.
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