Publicis’ Spark Foundry has been appointed to manage the media strategy, planning and buying responsibilities for Voyages Indigenous Tourism Australia, following a highly-competitive pitch.
Owned by the Indigenous Land and Sea Corporation (ILSC), Voyages Indigenous Tourism Australia offers experience-based holidays in Australia’s most iconic wilderness locations, including Ayers Rock Resort in the Red Centre, Northern Territory, and the cultural tourism facilities at Mossman Gorge in Tropical North Queensland.
Spark will lead a full-funnel approach, running a number of campaigns to support the broad range of experiences offered by Voyages — across TV, OOH, digital and social channels. The agency’s focus will be on developing the right channels to change perceptions, and drive repeat and cross-visitation between Voyages’ properties.
Voyages provides unique and enriching travel experiences which engage guests with Indigenous culture and history. The company’s business activities are fuelled by a strong commitment to broader social responsibility, with its profits going toward Indigenous training and employment across Australia.
“We are looking forward to Spark joining our agency village along with advertising partners, BMF and PR agency Barking Owl Communications. Working together, they will form a strategic and creative powerhouse to deliver campaigns that bring to life the exciting guest experiences we have on offer,” said Ana Sofia Ayala, chief marketing officer, Voyages Indigenous Tourism Australia.
Spark Foundry client partner, Manmeet Dhillon, added: “We are delighted to be given the opportunity to work with Voyages. In an incredibly tough time for the tourism industry, the pitch brief challenged us to think differently about the ever-evolving consumer journey, and how we can channel our expertise in data and analytics to navigate these changes.
“Our role is to think laterally about how best to utilise Voyages’ budget for maximum impact, exposure and ROI. The Spark team is looking forward to bringing these genuine, enriching experiences to everyday Australians.”
