Tourism Australia makes big media buying decision

Tourism Australia makes big media buying decision
By Travel Weekly


Tourism Australia has confirmed the reappointment of UM to handle its global media buying services across 15 key markets, including Australia.

The appointment is for a five-year period from September 2021, structured as a three-year initial contract period with options for two further one-year extensions.

UM was first appointed to handle Tourism Australia’s media account back in 2016, with the latest tender going out to market in October last year.

Tourism Australia managing director Phillipa Harrison said while international travel is on hold, it was vital Australia stays top of mind in key source markets so that when borders reopen, audiences are primed to book an Australian holiday.

“Paid media is necessary to ensure that Australia maintains a visible presence in its key markets, and having a strong global media strategy is more important now than ever before, particularly as we work towards rebuilding tourism as swiftly as possible,” she said.

“The international tourism market has always been highly competitive, but throughout the COVID-19 pandemic, we’ve seen consumer media consumption shift significantly and gaining cut-through to the right audience is incredibly challenging, and as such, our media placement needs to be both strategic and highly effective.”

Tourism Australia chief marketing officer Susan Coghill said the government agency conducted a “very thorough tender process” and UM was “the right choice for continued success”.

“Their global strategy and demonstrated ability to adapt to an unpredictable environment will be instrumental to driving demand for Australia and supporting the industry’s recovery,” she said.

UM Australia chief executive Anathea Ruys said she was “immensely proud” of the agency’s retention of Tourism Australia’s account.

“This partnership is so very strong, having endured the most testing of circumstances that could not have been imagined 18 months ago,” she said.

“We look forward to the future with total enthusiasm and focus on Tourism Australia’s opportunities and audiences in all domestic and international markets.”

Tourism Australia has also announced the reappointment of Gridsum for search engine marketing and search engine optimisation in China.

Gridsum has been appointed for a five-year period from September 2021, with the contract structured for an initial three-year period with options for two one-year extensions.

“Having an agency on the ground in China has proven invaluable to us over the past few years,” Coghill said.

“Gridsum’s deep relationships and local knowledge will be critical to ensuring we continue to reach the right audience at the right time in a unique and media saturated market, such as China.”

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