Tourism Australia awards task to DDB

by Jemima Bokaie, Marketing 08-Jul-08

Tourism Australia has appointed DDB Worldwide to handle its advertising account ahead of the release of the Baz Luhrmann movie Australia.

The tourist board will use the film, which is due for release in the UK
in November, as a platform to promote the country.

DDB Worldwide won the three-year contract after a final pitch against

Saatchi & Saatchi. Incumbent M&C Saatchi, which created the controversial

2006 'Where the bloody hell are you?' campaign, was on the original pitch
list, which also included Publicis Mojo, Singleton Ogilvy & Mather and
Whybin/TBWA.

Tourism Australia has recently ramped up its online marketing, using
social networks and interactive web dramas to target young people. It is
also reviewing its media planning and buying account, which is currently
held by Carat.

Meanwhile, Tourism New Zealand is gearing up for a major ad campaign that
will roll out in September.

As part of the drive, it is launching a rugby-themed experiential
campaign to promote the country as the host nation of the next Rugby
World Cup in 2011. A giant inflatable rugby ball will be located in
London for a week in November and will showcase what the destination has
to offer such as sports, arts, culture, food and wine, and scenery. It
will use displays to simulate New Zealand environments, including bush
walks and rugby matches.

There are almost 300,000 visitors from the UK to New Zealand each year;
690,895 UK visitors went to Australia in the year to 31 March 2007.