Tourism Tasmania has appointed BMF as the lead creative agency, with Clemenger BBDO Sydney appointed as the lead digital agency.
The state’s popularity and reputation for producing bold marketing campaigns resulted in more than 60 creative agencies expressing interest when the tender opened in October last year.
A shortlist of four lead and four digital agencies were invited to pitch in Hobart in January, with the final decision for both tenders made in February.
Tourism Tasmania CMO Emma Terry said the quality of the shortlisted agencies was exceptional.
She said: “The work we have seen from both agencies from the initial expression of interest through to the pitch process has given Tourism Tasmania absolute confidence that we have secured the best possible teams to partner with.
“As well as proving they have an expert understanding of our brand, we’re convinced we’ll be working with exceptional people.
“Our visitor yield and dispersal goals rely on us securing remarkable agencies that are ready to plan and play long.
“The calibre of the two agencies – creatively, strategically and operationally are the exact formula we need to help us continue to make our mark on state tourism marketing in Australia.”
Both BMF and Clemenger BBDO Sydney have signed an initial three-year contract period, with the opportunity for the contracts to be extended for another two years.
