Accenture Song, The Monkeys and Droga5 win Tourism Australia contract | News
![Accenture Song, The Monkeys and Droga5 win Tourism Australia contract | News Accenture Song, The Monkeys and Droga5 win Tourism Australia contract | News](https://cdn.i.haymarketmedia.asia/?n=campaign-asia%2fcontent%2f20240709043521_Untitled+design+(3).png&h=630&w=1200&q=75&v=20170226&c=1)
Tourism Australia has appointed Accenture Song, The Monkeys and Droga5 to handle its creative and digital services following a competitive tender process. This is a high-profile and prestigious contract for Accenture. The contract will begin in July 2024 and run for five years. The contract is for an initial three-year period, with the option for two further one-year extensions.
This decision represents a significant change for creative giant M&C Saatchi and digital giant Digitas, which have held the account since 2018.
The account was invited to pitch in September 2023, with top agencies vying for the opportunity. Accenture beat out Publicis Groupe and Clemenger Group, who were also shortlisted, and incumbent M&C Saatchi, which partnered with independent Howatson+Company but did not make the shortlist.
M&C Saatchi and Digitas successfully developed Tourism Australia’s current multi-market platform ‘Come and Say G’day’, which has a new ambassador, a souvenir kangaroo named Ruby, voiced by Australian actress Rose Byrne. This campaign won several awards, including the Effies.
The recent edition of the FIFA Women’s World Cup encouraged visitors to explore beyond the stadiums and immerse themselves in Australian culture and experiences.
Speaking about the global scope of the brief, Tourism Australia CEO Phillipa Harrison said: “At Tourism Australia, we have a very specific brief with a global presence that requires us to actively promote in 15 key international markets. Our campaigns have set high standards over the years and as our operating environment continues to evolve, we need to ensure Australia stands out on the world stage.”
Susan Coghill, Chief Marketing Officer of Tourism Australia, is also a member Asia-Pacific Campaign Power List said Tourism Australia was looking for a body to enable the company to respond to future opportunities and challenges.
“We will work closely with Accenture, The Monkeys and Droga5 to remind the world why ‘There is nothing comparable to Australia“and we are excited to hear more about the creative ideas and big thinking they can bring to put Australia’s tourism industry back on the path to sustainable growth,” Coghill said.
“I would also like to take this opportunity to thank M&C Saatchi and Digitas for their hard work over the last five years. It has been a challenging time and thanks to both agencies we have been able to focus on the domestic market, with the Take your holiday here this year campaigns, and when international travel resumed, we launched our current global campaign Come and say “Grüß Gott” “Welcome travellers back to Australia.”
Accenture Song CEO David Droga said of the win: “This victory means a lot to us. Professionally and personally. We are very excited about the wonderful opportunity, the enormous responsibility and the revitalized partnership.”
Droga5 previously worked with Tourism Australia on the Dundee spot with Chris Hemsworth and Danny McBride in 2018 (see below).