Tourism Australia extends contract with OMD

OMD has signed a contract extension with Tourism Australia. Having landed the global account back in 2012, the contract; which is hubbed out of OMD Sydney, includes coverage across 16 markets, incorporating offline, online, SEO, SEM and social.

The last three years have seen Tourism Australia and OMD collaborate on a number of notable campaigns including Dream Team, There’s Nothing Like Australia relaunch, and the recent Best Jobs in the World, which saw an unprecedented success, driving over 600,000 entries. The collective work has delivered strong commercial outcomes for Australian Tourism, with 2013 ending with 6.5 million visitor arrivals for year ending December 2013, an increase of 5.5 per cent YOY.

Says Peter Horgan, CEO OMD Australia: “We are excited to continue our partnership with Tourism Australia, who have tapped into our breadth of capability over the past three years in delivering great work. Tourism Australia is a flagship account and we look forward the continued relationship.”

Tourism Australia’s chief marketing officer, Nick Baker, said its marketing activities spanned 16 key international markets, making effective global media planning and buying critically important.

Says Baker: “Today’s international traveller is savvy and sophisticated and finding the most effective way to reach them with our message is a constant and evolving challenge. Where OMD has added real value for us is their ability, on a consistent basis, to deliver and execute stand-out media campaigns which can be applied and adapted locally to work across multiple markets. The work we get is strategic, high quality and, importantly, closely aligned to our business goals.

“OMD are a valued business partner and we look forward to extending our close and productive working relationship with the team.”