Following a comprehensive tender process, Tourism Australia has appointed a group of Accenture Song-affiliated agencies to deliver integrated global creative and digital services.
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.
They won the prestigious account, beating out bids from Clemenger Group and Publicis Groupe. M&C Saatchi was previously the lead creative agency for the account, responsible for its most recent campaign, “Come and Say G’Day.” The $125 million award, which launched in 2022, featured Ruby the CGI kangaroo in a starring role, boosted consideration by 18 percent and won several awards, including an Effie Award.
A joint bid by M&C Saatchi and Howetson Company contested the account at an early stage but was unsuccessful.
Tourism Australia chief executive Philippa Harrison said the contract with Accenture Song had been awarded following a competitive tender process.
“Tourism Australia has a global reach and has a very specific goal of actively marketing in 15 key international markets. 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,” Mr Harrison said.
“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 Tourism Australia was looking for a committee that could respond to future opportunities and challenges.
“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 place like Australia’ and put Australia’s tourism industry back on track for sustainable growth,” Mr Coghill said.
“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.”
Droga5 has previously partnered with Tourism Australia: in 2018, the company and Tourism Australia released a hilarious Dundee spot starring Chris Hemsworth and Danny McBride (see below).
“This win means a lot to us both professionally and personally. We are excited about this incredible opportunity, great responsibility and rekindled partnership,” said David Droga, CEO of Accenture Song and an Australian resident.
Mark Green, president of Accenture Song ANZ and co-founder and group CEO of The Monkeys, added: “We’re proud 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.”
Speaking at the IAB Video Summit last week, Sarah Garron, general manager of brand, campaigns and media for Tourism Australia, named The Monkees’ Sydney Opera House film “Play it Safe,” which won the Grand Prix at the Cannes Lions Film Festival, as her favourite ad.
Tourism Australia is turning to Accenture Song and its trans-Pacific partner Droga5 to help create more magic to promote Australia to the world.
