The contract covers:

Media planning and buying;
Search marketing and optimisation services; and
Social media marketing.
Tourism Australia Managing Director Andrew McEvoy said effective global media planning and buying activities are a key part of Tourism Australia’s marketing effort to encourage travellers to travel to and through Australia.

“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,” Mr McEvoy said.

“OMD demonstrated creativity, consistency and a depth of talent on a global basis, as well as a real enthusiasm for our business, and we’re really pleased to have them on board.

“Carat has done a great job for us over the past six years, including helping to roll out our current global brand campaign, There’s nothing like Australia, and I’d like to thank them for their efforts,” Mr McEvoy said.

OMD CEO Australia, Peter Horgan added:

“With what is still a relatively new global brand campaign really starting to gain traction and with the recent launch of the 2020 Tourism Industry Potential, this is a hugely exciting time to be working with Tourism Australia.

“Getting the opportunity to help market your own country at home and abroad doesn’t come along every day and we’re thrilled to be entrusted with the responsibility.”

The new arrangements will start on 1 July 2011 and run for three years, with an option to extend the contract for two further 12 month periods.

Tourism Australia’s current global media services contract with Carat Australia Media Services Pty Ltd will expire on 30 June 2011.