UM retains Tourism Australia global media account


Tourism Australia has renamed UM to manage its global advertising space buying services in 15 key markets, including Australia.

The appointment is for a five-year period from September 2021, structured as an initial three-year contract period with options for two further one-year extensions.

UM was first appointed to manage Tourism Australia’s media account in 2016, with the last tender going to market in October last year.

Tourism Australia chief executive Phillipa Harrison said that while international travel was put on hold, it was essential for Australia to stay ahead of key source markets so that when borders reopen, the public is ready to book trips. Australian holidays.

“Paid media is necessary to ensure Australia maintains a visible presence in its key markets, and it is more important than ever to have a strong global media strategy, especially as we work to rebuild the most tourism. quickly possible, ”she said.

“The international tourism market has always been very competitive, but throughout the COVID-19 pandemic we have seen consumer media consumption change significantly and winning communication with the right audience is incredibly difficult, and as such, our media placement needs to be both strategic and highly effective.

Susan Coghill, Marketing Director of Tourism Australia, said the government agency had conducted a “very thorough bidding process” and UM was “the right choice for continued success”.

“Their global strategy and their demonstrated ability to adapt to an unpredictable environment will be key to boosting demand for Australia and supporting the industry’s recovery,” she said.

UM Australia Managing Director Anathea Ruys said she was “extremely proud” of the agency’s retention of the Tourism Australia account.

“This partnership is so strong, having endured the most difficult circumstances that could not have been imagined 18 months ago,” she said.

“We look to the future with total enthusiasm and focus on Tourism Australia’s opportunities and audiences in all national and international markets. “

Tourism Australia also announced the renewal of Gridsum’s mandate for marketing and search engine optimization in China.

Gridsum was appointed for a five-year term from September 2021, with the contract structured for an initial three-year term with options for two one-year extensions.

“Having an agency on the ground in China has proven invaluable to us over the past few years,” said Coghill.

“Gridsum’s deep connections and local knowledge will be key to ensuring that we continue to reach the right audiences at the right time in a single, media-saturated market like China. “

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