Destinations

Tourism Australia puts global media account out to tender

Tourism Australia is approaching the market for one or more media agency partners to deliver a range of core media services over the next five years.

The tender is split into two parts. The first is for media services across 13 markets, excluding Australia and New Zealand. The second is for search engine management (SEM) and search engine optimisation (SEO) services in the Chinese market.

Interested organisations may lodge proposals for either or both parts, and Tourism Australia said it is open to a range of potential operating models.

The agency partner, or partners, will be appointed for up to a five-year period from September 2021, structured as a three-year initial contract period with options for two further one-year extensions.

There are currently two incumbent agency partners. Mediabrands Australia, trading as UM, was appointed to deliver global media services in September 2016, and Gridsum Technologies was appointed to deliver SEM and SEO services in China in February 2018.

Tourism Australia managing director Phillipa Harrison said the tender for media services was a priority to ensure the organisation can continue to reach its target customers in a rapidly changing global landscape.

“We’re aiming to select the right agency partners, with the right operating model, to deliver these media services we require at a consistently high standard,” she said.

“Tourism Australia’s media partners have been and will continue to be a key partner underpinning communication programs across the world, including the Australian domestic market, to reach potential travellers.”

The closing date for tender applications is Friday 4 December at 3pm (AEDT). Those who wish to find out more about the opportunity to work with Tourism Australia can do so here.


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