Tourism WA has appointed The Monkeys, part of Accenture Interactive, as its lead creative agency on a multi-year contract.
The account has been held by eastern state agencies for the past decade, starting with Host and since 2014 by Cummins & Partners. When the account went to tender, it was largely expected to go back to WA following premier Mark McGowan’s strong support of keeping business local.
The Monkeys is now tasked with leading the creative output for Tourism WA on a local and global scale. The agency’s first task is to develop a brand strategy based on Tourism WA’s existing brand narrative work, completed in consultation with the state’s leading tourism industry operators.
Accenture Interactive Lead for Australia and New Zealand and The Monkeys Co-Founder and Group CEO Mark Green said: “Western Australia is such a unique place with abundant natural beauty and is home to a wonderfully warm community of people. Drawing visitors to Western Australia is a job we are looking forward to starting.”
Tourism WA MD Brodie Carr added: “We are very pleased to work with The Monkeys to promote Western Australia as a compelling holiday destination.”
“The Monkeys showed a thorough understanding of the challenges and issues we face in raising the profile of Western Australia as a world-class tourist destination and provided a range of well-researched solutions, strategies and innovative opportunities to overcome those challenges.”