Sydney-based advertising agency Jim Jam Ideas has secured Tourism Tasmania’s three-year creative contract following a two-stage tender process involving 38 agencies.
The small boutique agency, based in Woollahra, takes over the account from Whybin\TBWA Melbourne.
Whybin’s Melbourne office declined to re-pitch for the business due to a conflict of interest with the Sydney office’s Tourism New Zealand account.
Tony Mayell, chief executive of Tourism Tasmania, said Jim Jam’s main focus will be to translate the state’s new destination brand work into a consistent advertising approach.
“Their creative talents and their ability to collaborate with clients and media agencies saw them secure the highest rating in the tender process,” Mayell said.
“They provided the greatest insights into Tasmania’s potential tourism customers and applied these insights to their creative work.
“They also demonstrated the strongest and most considered insight into the challenges and opportunities of bringing people to Tasmania.”
Stephen Giderson, managing director of Jim Jam, added: “We strongly believe Tasmania is one of the most unique and wonderful destinations in Australia, and we look forward to helping Tourism Tasmania to share its story and give people reasons to holiday on the island state.”
Tourism Tasmania spent an estimated $2.2m on main media in the 12 months to March this year, according to Nielsen. The investment on media is up on the previous year’s $1.4m.
Jim Jam’s clients include Australian National Maritime Museum, Macquarie Bank and Travel Concierge Sydney Airport.