Zenith Media, part of Publicis Media Australia, has been appointed to media services for Tourism Australia under an initial 3-year agreement from July 2026, following a competitive tender process.
The campaign budget is worth about $130 million.
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 competitive tender process opened in September 2025.
Tourism Australia managing director Robin Mack emphasised the importance of high impact campaigns in driving demand for Australia.
“The campaigns Tourism Australia creates and delivers in key international markets are central to driving consideration and intention to travel to Australia,” Mack said.
“In a time of increased global competition for tourism, media campaigns in our target visitor markets are critical to ensuring we reach the hearts and minds of international travellers, ultimately inspiring them to choose Australia for their next holiday or business event.”
This media services agreement will enable Tourism Australia to continue to deliver campaigns like its Come and Say G’day.
Come and Say G'day generated close to $400 million in earned media value, and has been viewed more than 1 billion times.
Tourism Australia chief marketing officer Susan Coghill said the partnership with Publicis marks a new chapter in the agency’s marketing.
“What distinguished Publicis through this process was a genuine understanding of where travel discovery is heading, and a clear, demonstrated capability to help Tourism Australia be present and chosen wherever that moment happens,” Coghill said.
“We also want to acknowledge the significant contribution UM, our previous media services provider, has made to Tourism Australia's global media program over many years.
"Their work has built a strong foundation across campaign delivery, market presence and media capability, and we are grateful for the strong results that partnership has delivered.”
Zenith Australia CEO Jason Tonelli said there is no greater brief in our market than Australia itself.
“To be trusted with amplifying our nation’s story to the world is a rare honour, and our thanks go to the entire Tourism Australia team for that responsibility. We can’t wait to get to work,” Tonelli said.
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