Tourism NT appoints ad agency after three year hiatus

Tourism NT appoints ad agency after three year hiatus

The Publicis Group has taken out the Tourism NT account, with the Group’s agencies now lead media, creative and digital partners.

B&T Magazine
Posted by B&T Magazine

Publicis Mojo will work on the creative side of the business, Zenith Optimedia on the digital account and Razorfish on digital.

The appointment comes after Tourism NT started a pitch late last year which, as B&T revealed, was the body’s third in three years.

Tourism NT has been without an ad agency since 2010 when Frost retired the account.

Matt Conlan, minister for tourism and major events, said: “We were looking for a lead creative agency that understands the magic of the Northern Territory and can interpret it in different and compelling ways but ultimately the bottom line was who could attract the most visitors to the Territory.”

“We need to become more aggressive and commercial in our approach to increase visitation to the Territory, particularly in the international market, and having a global expert on board will be invaluable to help us achieve this goal.”

The contract for lead creative services is a minimum of $1m per year with an additional $6m per year to be spent on media planning and buying.

A statement said this allocation of funds reflects “Tourism NT’s strategic change in direction away from incurring heavy production costs to more media buying”

The Publicis contract is for two years with an option to extend for a further 12 months.

The agencies will commence work on the account next month.