15 JUN: Tourism Australia has switched advertising agencies, it’s reported today.
Agency OMD will replace Carat in handling the tourism body’s $180m global media account.
The move is said to be part of a push to refresh and strengthen the Australia brand overseas.
Tourism Australia md Andrew McEvoy said that the end of the contract with Carat had created an opportunity to re-evaluate the tourism body’s approach to media.
"Tourism marketing is constantly evolving and the expiry of our existing global media services contract provided us with an opportunity to test the market again, in line with Tourism Australia’s long-term strategy and goals," he said.
He said Carat has done a great job over the past six years, including the rollout of the current global campaign, ‘There’s nothing like Australia’.
OMD will take over media buying and planning on 1 July.




