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Tourism Australia calls for tenders from creative and media agencies

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Feb 10, 2008

Tourism Australia is calling for tenders from creative and media agencies for its global marketing of Australia as a tourist destination, the Chairman of Tourism Australia, Mr Rick Allert confirmed today.

Mr Allert said the three-year contracts of the incumbent agencies, M&C Saatchi and Carat, would reach the end of their term on 30 June 2008, requiring Tourism Australia to go to tender to either reappoint these agencies or select new agencies.

Whether new agencies or the incumbents were appointed as a result of the tender, Mr Allert said they would be integral partners in reviewing Tourism Australia┬╣s global marketing strategies and activities, including the successful ┼ĺSo Where The Bloody Hell Are You?┬╣ campaign.

┬│This process is a normal one for us. What we look for in our agencies is both creative excellence with a proven track record in global marketing, and innovative thinking to respond to the rapidly changing communications landscape,┬▓ Mr Allert said.

┬│In recent years Tourism Australia┬╣s global marketing has been making a huge impact world-wide in convincing travellers to seriously consider Australia, despite increasing competition from other countries and destinations.

┬│With competition for the consumer dollar more intense that ever, we need to ensure that Australia remains at the forefront in it efforts to entice travellers from around the globe,┬▓ Mr Allert said.

A rigorous procurement process was in place for the agency tenders, in accordance with Commonwealth Procurement Guidelines.The Australian Government Solicitor has been appointed to the position of Probity Advisor to the tender to assist in overseeing the tender process.

Tourism Australia has also appointed an independent pitch consultant, The Agency Register, to provide strategic advice.Mr Allert said the Board of Tourism Australia would be looking to appoint tenderers that provided the best value for money, creative excellence and organisational fit in addition to providing sufficient adaptability and flexibility to effectively service the needs of Tourism Australia┬╣s network of international offices.

The new contract period will commence 1 July 2008 for three years with an option for an extension of an additional two years.Tenders opened on Friday February 8 at AusTender www.tenders.gov.au.

Tourism Australia calls for tenders from creative and media agencies



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