Tourism Tasmania picks Initiative as its new media agency following a competitive pitch

Tourism Tasmania has appointed Initiative as its media communications agency. The decision was made following an open tender process that shortlisted a small number of agencies for a campaign related pitch. 

Tourism Tasmania is the Tasmanian Government agency whose role is to maximise the contribution of tourism to Tasmania’s economic growth through effective brand destination marketing.

Says Guy Taylor, executive director marketing at Tourism Tasmania: “We’re really looking forward to collaborating with Initiative to re-invent the way the Tasmanian experience is manifest in media.  The thoroughness with which Initiative delivered on the pitch brief and the depth of talent and configuration of the team point to an exciting future.”

Initiative will lead its work for Tourism Tasmania from Melbourne, supported by senior executives from the Sydney team. The agency will work on national campaign development that will encompass all media channels.

Says Stephen Fisher, incoming managing director of Initiative Melbourne: “This appointment is a rare and unique opportunity to work with a truly world-class destination brand.  We are thrilled to be able to work with the team at Tourism Tasmania and are looking forward to getting stuck in and delivering some fantastic work.”