Tourism Australia calls global creative and media review

by Nikki Sandison, Brand Republic 08-Feb-08, 11:55

LONDON - Tourism Australia is to review its global advertising and media buying account. The creative account for marketing Australia as a tourist destination is worth £26m and the media £51m.

The three-year contracts of the incumbent agencies, M&C Saatchi and Carat end on June 30, requiring Tourism Australia to go to tender to either reappoint them or select new agencies.

Rick Allert, chairman of Tourism Australia, said a rigorous procurement process was in place for the agency tenders, in accordance with Commonwealth Procurement Guidelines.

Tourism Australia has appointed independent pitch consultant the Agency Register to provide strategic advice and help manage the pitch.

The Australian tourist body is known for its colourful advertising, which in the past has run foul of the advertising watchdog.

Last year, the Advertising Standards Authority upheld 32 complaints about posters for Tourism Australia and Qantas Airlines that featured the phrase "So where the bloody hell are you?" and ordered the posters to be taken down.

The series of three posters, created by M&C Saatchi for Tourism Australia and Qantas Airlines, featured scenes of Australia and contained the words "bloody hell" in the text.