Australian Tourist body reviews accounts

The Australian Tourist Commission is reviewing its £3.5 million pan-European media and advertising accounts out of BJK&E Media and Delaney Lund Knox Warren & Partners respectively.

The Commission has appointed the Haystack Group to oversee the statutory review, which is held every three years. Both of the incumbent agencies have been invited to repitch for the account, with the new contract starting on 1 July 2004.

DLKW won the account from the now defunct D'Arcy in 2001, with McCann-Erickson and Leagas Delaney also pitching for the brief. The media moved from D'Arcy's sister agency MediaVest.

At the time, the tourist body split the global account between several agencies in a bid to create a more flexible marketing approach. This coincided with a shift of strategy away from the predominant use of TV.

According to Nielsen Media Research, the Australian Tourist Commission has an annual UK budget of £1 million.

In January, it ran a four-week £800,000 campaign targeting independent travellers aged 24 to 40 to highlight the range of holiday experiences available in Australia and the price of flights through Singapore Airlines.

This used the soundtrack Australia by The Manic Street Preachers.

However, the Commission is also running co-operative brand campaigns in France and Germany.

Branding for the Australia Tourist Commission is developed by Whybin Lawrence TBWA, based in Sydney, and is adapted by the regional agencies for specific markets.

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