Tourism Australia has announced the appointment of Ketchum Inc. as its public relations agency for the next three years. Ketchum will manage public relations activities in the Americas across the United States, Canada and Latin America, with the account being managed out of Ketchum’s Los Angeles office.
Daryl Hudson, Tourism Australia Vice President of the Americas, said Ketchum was chosen following a competitive selection process involving public relations agencies from across the United States.
“The Ketchum team demonstrated a solid understanding of our business and the future of public relations and with Ketchum’s experience across new media channels there is tremendous opportunity for us to capitalize on the digital space to promote Australia as a tourist destination,” he said.
Hudson added that effective public relations remains a key part of Tourism Australia’s marketing efforts to stimulate travel to and throughout Australia.
“Tourism marketing is constantly evolving and the expiry of our existing public relations services contract provided us with an opportunity to test the market again, in line with Tourism Australia’s long-term strategy and goals,” Hudson said.
“Fleishman-Hillard has done a great job for us over the past three years, including helping to roll out our current global brand campaign, There’s nothing like Australia, and being instrumental in Oprah’s Ultimate Australian Adventure, and I’d like to thank them for their efforts,” Hudson said.
Ketchum partner Sean Fitzgerald said, “Working with Tourism Australia is a golden opportunity for Ketchum and we are thrilled to be on board as a strategic partner. Australia remains one of the most sought-after tourism destinations in the world and we are honoured to be able to help advance that mission.”
Ketchum’s activity will focus on strategic media partnerships, social media and Tourism Australia’s International Media Hosting Program. The new arrangements started on 9 September 2011 and will run for three years, with an option to extend the contract for a further 12 months.
Tourism Australia’s preceding PR agency contract in the Americas with Fleishman-Hillard expired on 18 June 2011.
Also in Australia today, City.Mobi is celebrating the success of its new guide to Perth.
City.Mobi offers the most comprehensive mobile travel guides available, with over 800 cities in 200 countries listed. Each is developed by the City.Mobi team to combine into a single global travel directory.
Perth.mobi is the latest in this illustrious line up, offering click to call functionality – which means no scribbling down telephone numbers.
Most entries are also linked to websites where users can quickly access more detailed information if needed.
Other key features include information on accommodation, restaurants, attractions, entertainment, nightlife, shopping, and transport.
City.Mobi guides include user reviews and traveller utilities such as a translation guide, currency converter, news and local weather guide.