UM picks up Tourism Queensland strategy account

By AdNews | 17 February 2014
Image source: Paul Ewart, Tourism Queensland.

UM has picked up the strategy component of the Tourism and Events Queensland business. Long-term account holder Mitchell & Partners has lost out.

MediaCom handles the buying side of the account, with domestic spend thought to be around $12 million in main media, although that figure does not include international advertising or below the line spend.

Tourism Tourism and Events Queensland pitched the business before Christmas. The new arrangement will commence in April.

Tourism and Events Queensland’s group executive director marketing Steve McRoberts said agencies were required to provide credentials together with a comprehensive strategic recommendation.

“UM Brisbane presented an impressive submission, backed by strategic research and demonstrated the agency understood Tourism and Events Queensland’s focus and the needs of the state’s diverse destinations," McRoberts said.

UM Australia CEO Mat Baxter said, “We're thrilled to welcome Tourism and Events Queensland as our newest client. To win one of Australia’s most prestigious media assignments is testament to the creative and strategic strength of our Brisbane office. We can't wait to get started."

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