Tourism NT has restructured its media agency relationships as it looks to build a "more adaptive marketing model".
It has made Atomic 212 its lead media agency and will tap into Atomic's full service offering while still working alongside OMD and Zenith.
The tourism body has worked with a panel of media agencies including Atomic, OMD and Zenith for around 18 months or more, but is refocusing with Atomic leading media planning, buying and strategy.
Adam Coward, executive director of marketing and communications for Tourism NT, says: “Atomic 212° have demonstrated their ability to help us re-platform our approach to media through an always on engagement strategy balanced with the traditional reach and frequency burst campaigns.
"With Atomic 212° we are looking forward to building a new, more adaptive marketing model around the customer travel planning cycle.”
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