Prized Tourism WA account awarded to Melbourne-based Cummins & Partners

ExperienceExtraordinary099.jpgCampaign Brief WA has broken the news that after a protracted tender process, which began in January this year, Tourism WA has awarded its account to Melbourne-based Cummins & Partners,. The agency has been appointed to all aspects of the account tendered - digital, experiential and brand.

Tourism WA values the business at more than $17m over 5 years, although that is believed to include media, which comes under the WA Govt master media contract. The media account is currently handled by OMD.

Cummins & Partners CEO Sean Cummins is no stranger to tourism marketing. His former agency, Cummins Nitro (now Sapient Nitro), created 'The Best Job In The World' campaign for Tourism Queensland out of its Brisbane office in 2009. The campaign won a slew of awards around the world, including three Grands Prix at Cannes.
Besides its Melbourne base, Cummins + Partners also has offices in Adelaide and New York.

The appointment is a blow to local agencies, which went into the tender with high hopes of bringing the account back to WA. However, Campaign Brief understands no local agencies made it through to the final round and nor did Host, the incumbent of five years, which created the current 'Experience Extraordinary' positioning.

An official announcement of the appointment is expected later today.

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