Tourism Western Australia has appointed Marketforce and Soap Creative to handle its respective offline and digital creative accounts worth $6.25m over the next five years.
Tourism WA chief executive officer, Richard Muirhead, said the two agencies had been selected as a result of a detailed tender process. Marketforce was the incumbent on the account, while a variety of agencies were previously used for online campaigns.
“The successful agencies will ensure our brand message reaches the key tourism markets in which we are active, to further encourage long term visitor growth to the state.
Marketforce was selected to deliver Tourism WA’s offline creative and media planning and offline media advertising services, while Sydney-based agency, Soap Creative, was awarded the digital creative component of the business.
“Marketforce Limited was the agency responsible for developing the highly successful ‘The Real Thing’ brand campaign for Western Australia in 2004,” Muirhead said.
“The campaign initially launched in the Australian market, followed by NZ and the UK. We have recorded some outstanding increases in awareness and interest in WA as a result of this campaign, and look forward to realising the benefits of a consistent brand campaign in the coming years.
“Soap Creative won the digital creative tender from a very competitive field–they are a highly-awarded digital agency that produce creative and innovative digital campaigns for the domestic and global market,” Muirhead said.
