Mindshare has been appointed as Tourism New Zealand’s global media agency partner following a review, with the account estimated to be worth $35 million.
The agency will be responsible for activating Tourism New Zealand’s campaign material in target visitor markets across the world.
Media strategy and buying spend is the single-largest investment Tourism New Zealand makes each year in its mission to enrich the country by growing the contribution of international visitors.
Tourism New Zealand’s director of commercial, René de Monchy, said: “Mindshare exhibited outstanding leadership and strategic thinking that will help to amplify Tourism New Zealand’s destination storytelling in an increasingly competitive global market place.
“Through their world-class global network and best-in-class tools and systems, Mindshare will enable Tourism New Zealand to continue using innovative media targeting to ensure New Zealand is kept top of mind for potential visitors.”
Mindshare’s chief strategy officer and global business lead, Joe Lunn, said: “It’s a privilege to be partnering with Tourism New Zealand on their journey to be the world’s most authentic destination storytellers.
“They truly value the contribution that strategic thinking, media innovation and a world-class network can provide in helping to grow their brand and transform their business.”
Tourism New Zealand’s partnership with Mindshare will be effective from 1 July 2019.