July 9, 2024 at 9:50 AM | Ricki Green | No Comments
Following a comprehensive tender process, Tourism Australia has finalised the appointment of the integrated global creative and digital services agency, which includes Accenture Song, The Monkeys and Droga5.
Accenture Song, The Monkeys and Droga5 have been appointed to provide creative and digital services for Tourism Australia for five years, starting in July 2024. The contract consists of an initial three-year period, with the option for two further one-year extensions.
Tourism Australia managing director Philippa Harrison said the contract with Accenture Song was awarded following a competitive tender process. “Tourism Australia has a very specific goal of aggressively marketing in 15 key international markets with an eye towards global expansion. Our campaigns have set a high standard for many years and as the business environment continues to evolve we need to ensure Australia stands out on the world stage.”
“During the tender process, Accenture Song, alongside The Monkeys and Droga5, demonstrated that they were perfectly placed to deliver the integrated global creative and digital services Tourism Australia required. We look forward to working with them to showcase the best that Australia has to offer to the world.”
Tourism Australia chief marketing officer Susan Coghill said the bid brief called for a commission that would enable Tourism Australia to meet the opportunities and challenges of the future, and Accenture Song would help do just that. “We look forward to working closely with Accenture, The Monkeys and Droga5 to learn more about the creative ideas and bold thinking they bring to the table to remind the world why ‘there’s no better than Australia’ and put Australia’s tourism industry back on track for sustainable growth.”
“I’d like to take this opportunity to thank M&C Saatchi and Digitas for their hard work over the past five years. During challenging times, they have enabled us to pivot to the domestic market with our Holiday Here This Year campaign, and, as international travel resumes, launch our current global campaign, ‘Come and Say G’day’, to welcome travellers back to Australia.”
“This win means a lot to me both professionally and personally,” said Accenture Song CEO and Australian native David Droga. “We are excited about this incredible opportunity, great responsibility and rekindled partnership.”
Mark Green, co-founder and group CEO of The Monkeys and head of Accenture Song Australia and New Zealand, said: “We are honored to partner with Susan and her team of talented marketers to help transform and elevate Tourism Australia’s global creative and digital marketing approach.
“Combining the creative talent of The Monkeys (Australia’s Agency of the Decade) and Droga5 (US Agency of the Decade) with the technology and global footprint of Accenture Song will bring together Australia’s best talent from around the world, bringing the best of Australia to the world.”
