The Victorian government’s tourism organisation, Visit Victoria, is on the hunt for a creative agency to continue to build the state’s position as Australia’s culture and events capital.
Clemenger BBDO Melbourne is the incumbent on the account, having only released new work for Visit Victoria last month.
Visit Victoria CEO Peter Bingeman said while visitation to Melbourne and Victoria has continued to surge and awareness has grown in recent years, it is critical to find ways to further strengthen and evolve the brand to drive future growth in the sector.
“We are looking to partner with an agency that can help build on the established brand and support the sustainability of the booming tourism sector in Victoria,” he said.
“Melbourne is an international, 24-hour city that provides more than sightseeing. It’s a place people come to experience late-night precincts laden with arts, music, dining and the prolific small bar scene.”
Bingeman said Victoria’s regional offering adds to the state’s uniqueness.
“Located so close to Melbourne, regional Victoria has a range of diverse regions with a variety of sights, sounds, tastes and experiences for people of all ages and backgrounds,” he said.
Bingeman said the successful agency must have an in-depth understanding of the tourism sector in Melbourne and Victoria, and bring a creative and innovative approach to cutting through a highly competitive market.
According to Visit Victoria’s tender website, the application deadline for agencies is 21 January 2019.
Clems Melbourne declined to comment when contacted by B&T.