UM has nabbed Tourism and Events Queensland from Mitchell & Partners following a competitive pitch.

Tourism and Events Queensland has appointed UM as its media strategy and planning agency for future domestic and New Zealand campaigns.

The competitive pitch saw UM take the lead, with two other leading communications agencies runners up, and the appointment is effective from the beginning of April.

“UM Brisbane presented an impressive submission, backed by strategic research and demonstrated the agency understood Tourism and Events Queensland’s focus and the needs of the state’s diverse destinations,” Steve McRoberts, Tourism and Events Queensland’s group executive director marketing, said.

According to McRoberts, the agencies were required to provide credentials together with a comprehensive strategic recommendation for the pitch.