Tourism WA partners with cummings&partners

Tourism Western Australia has announced a partnership with cummings&partners as its new strategic marketing and communications agency.

Melbourne-based cummings&partners is a media agency and current AdNews agency of the year.

Tourism WA chief executive officer Stephanie Buckland said cummings&partners was selected because of its ‘outstanding submission which demonstrated the agency’s strong strategic approach, creative thinking and execution’.

“We need to ensure our marketing activities are reaching our target markets and working with a leading agency such as cummings&partners will help us better communicate the many benefits of travelling to WA across those markets,” Ms Buckland said.

She added that the tourism industry had a major role to play in WA’s economic future and many jobs relied on Tourism WA selling the state as a holiday destination.

“The industry accounts for more than 91,000 jobs and in the 12 months to March 2014 contributed $8 billion in visitor spend to the state’s economy,” Ms Buckland said.

“The state government has a strategy to see visitor spend increase by $12 billion in 2020.”

The team at cummings&partners has worked with Virgin Australia, New Zealand 100% Pure and Tourism Queensland on the original “Best Job in the World” campaign.

“By working with cummings&partners, Tourism WA will be able to achieve the marketing outcomes needed to help the tourism industry achieve the 2020 goal,” Ms Buckland said.