Expression of Interest - Provision of Brand and Creative Services
Tender ID: 352400
Tender Details
Tender Description
Tourism Australia is looking to partner with a Brand & Creative Agency partner to help evolve its brand strategy and creative direction, including being open to review the current long-standing ‘There’s Nothing Like Australia’ platform.
The key objective of the partnership would be to develop a compelling and differentiated brand positioning to attract high value travellers and a robust creative platform from which engaging global and local/regional campaigns can be developed. The creative platform will also serve to galvanise the tourism industry in Australia and inspire better marketing opportunities and creative solutions with our airline and distribution partners.
The successful Brand & Creative Agency will understand the challenges and opportunities inherent in the tourism category, specifically that there tends to be a distinct lack of variety in travel marketing communications. The ideal agency partner will be able to identify what has worked well for Australia (and the category) and why, as well as when and how to innovate to ensure a unique and differentiated brand and message that sets Australia apart. As a brand that represents the national character of Australia to much of the world, it is important that an agency partner has a demonstrated understanding and affinity for contemporary Australia, it’s people and culture as much as understanding and insight into the target audience of High Value Travellers in key markets.
Given the complexities of Tourism Australia's global footprint, one of its objectives will be to partner with a Brand & Creative Agency that can provide a tailored global agency operating model that represents an innovative and efficient approach to managing the account, developing insightful strategies, and impactful creative that can be produced efficiently and to a high degree of quality across all of our markets, specifically our core market “hubs” of China, UK, US and South East Asia. Changes in the global creative industry in recent years has opened up a wider array of client/agency partnership models, and Tourism Australia is keen to explore new and mutually beneficial ways of working together.
The Expression of Interest will inform the specific requirements of the potential Request for Tender and we are seeking information from prospective agencies that will help inform Tourism Australia’s approach to communications for the foreseeable future.
In Summary:
1.1.1 Tourism Australia is seeking Submissions in response to a pre-qualifying Expression of Interest (EOI) to identify appropriate Brand & Creative Agencies to participate in a potential subsequent Request for Tender (“RFT”) process.
1.1.2 Specifically, the objective of the EOI process will be to provide Tourism Australia with the necessary company, product and service information in order to pre-qualify suitable Brand and Creative Services vendors to progress to a potential Request for Tender (“RFT”) process that best integrates with Tourism Australia’s strategic business objectives and priorities.
Location
New South Wales : Central West : Far North Coast : Far West : Hunter : Illawarra : Mid North Coast : Murray : New England : Orana : Riverina : Southern Highlands : Sydney
Queensland : Cairns & Far North Queensland : Gladstone : Mackay Whitsunday Region : Mount Isa & North West Region : Rockhampton : South East Queensland : South West & Darling Downs : The Central West : Townsville : Wide Bay Burnett
Victoria : Barwon South West : Gippsland : Grampians : Hume : Loddon Mallee : Melbourne
South Australia : Adelaide : Eyre & Western : Far North : Fleurieu & Kangaroo Island : Limestone Coast : Murray & Mallee : York & Mid North
Northern Territory : Big Rivers : Central Australia : East Arnhem : Greater Darwin
Australian Capital Territory
Tasmania
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