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Tourism Tasmania Appoints BMF as Lead Creative Agency; Clems Sydney to Handle Digital Account


Over 60 creative agencies expressed interest when the tender opened in October last year

Tourism Tasmania Appoints BMF as Lead Creative Agency; Clems Sydney to Handle Digital Account
Tourism Tasmania has appointed BMF Sydney and Clemenger BBDO Sydney to support its marketing program to promote Tasmania as a premium destination and target visitors who will deliver the greatest value to the state.

The lead creative agency appointed is BMF Sydney, with Clemenger BBDO Sydney appointed as the lead digital agency.

The state’s popularity and reputation for producing bold marketing campaigns resulted in more than 60 creative agencies expressing interest when the tender opened in October last year. A shortlist of four lead and four digital agencies were invited to pitch in Hobart in January, with the final decision for both tenders made in February.

Tourism Tasmania chief marketing officer, Emma Terry said the quality of the shortlisted agencies was exceptional.

Says Terry: “The work we have seen from both agencies from the initial expression of interest through to the pitch process has given Tourism Tasmania absolute confidence that we have secured the best possible teams to partner with.

“As well as proving they have an expert understanding of our brand, we’re convinced we’ll be working with exceptional people.

“Our visitor yield and dispersal goals rely on us securing remarkable agencies that are ready to plan and play long. The calibre of the two agencies – creatively, strategically and operationally are the exact formula we need to help us continue to make our mark on state tourism marketing in Australia.”

Says Steve McArdle, managing director, BMF: “The Tourism Tasmania marketing team share our belief in the power of long ideas and from the first meeting, we felt a chemistry we knew would translate into a successful, enduring, relationship.”

Says Alex Derwin, executive creative director, BMF: “From the moment we first visited Tassie, we knew there was something special about this untamed island – 1600kms away from our offices in Pyrmont and a world away from the hustle and bustle of modern life. Capturing the spirit of Tassie in our creative thinking, means the work will ultimately speak for itself.”

Says Emily Perrett, managing director, Clemenger BBDO Sydney: “Tasmania is one of the country’s premier tourism destinations, so to be able to come on-board as Tourism Tasmania’s digital partner is incredibly exciting. We love tourism. So we’re thrilled that we can leverage our experience and energy for the category in creating great work that truly showcases the best of what Tasmania has to offer."

Both BMF Sydney and Clemenger BBDO Sydney have signed an initial three-year contract period, with the opportunity for the contracts to be extended for another two years.
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BMF, Fri, 22 Mar 2019 02:01:16 GMT