Taking Brand Australia to the world

October 31, 2016 | Share this article

Selling Australia to the rest of the world can, paradoxically, be one of the easiest and most difficult briefs in the country at the same time.

On one hand; beautiful beaches, landscapes, food, wildlife and people … not the hardest of sells.

On the other hand, with taxpayer money funding Tourism Australia and a population that will scrutinise every detail of how they and their country are marketed to the world, the spotlight is definitely bright.

Last month, IPG Mediabrands’ UM Australia was confirmed as Tourism Australia’s new media buyer, joining creative agency Clemenger BBDO as the tourism body’s agency partners.

Tourism Australia chief executive John O’Sullivan told The Australian Financial Review the change will bring an increased focus on targeted marketing.

“For organisations like us it’s becoming a real challenge around how do we effectively target those end consumers and particularly in the context that we’re taxpayer funded, we have to be very very efficient in the way we do that,” he said.

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