Tourism Australia is pitching its global media business, looking for an agency to run the account for the next five years.
Or indeed, agencies. In a release, Tourism Australia said it is looking to identify and appoint a media agency partner, or partners, to assist the national tourism marketing body to meet its objectives to grow demand for Australia as a destination.
Tourism Australia’s CMO and B&T CMO Power List-er, Susan Coghill said the tender for media services is a priority for the organisation’s destination marketing in 16 major source markets overseas.
“This process is about building a best-in-class media services partnership to market Australia’s compelling tourism offering at scale, whilst navigating disruption in the media ecosystem, and inspiring travellers to choose Australia across key international markets,” Coghill said.
“With the global media landscape continuing to evolve, demonstrated leadership in data, technology, and creative media thinking, as well as guidance on emerging platforms and changing consumer behaviours are important factors.
“We’re aiming to select an agency partner, or partners, to deliver media services across our international network at consistently high standards to meet the immediate and future demands of our business,” said Coghill.
The tender will be run in two stages. Stage one will focus on agency capabilities and will run between September 2025 and December 2025. The second stage, from January 2026 and April 2026, will focus more closely on strategic capabilities and operational structure with shortlisted agencies.
Droga5 is Tourism Australia’s current creative agency, having won the account in 2024. The body recently launched the second chapter of its ‘Come and Say G’Day’ campaign featuring dedicated local executions across each of its key markets.
The opportunity will be made available to interested organisations via the Australian Government’s procurement website, AusTender. Interested organisations can register for notifications and updates.
An industry briefing, including a Q&A session, will be held at 10.30am on Wednesday 17 September 2025 at the Museum of Sydney.
