Tourism Western Australia have selected Sydney-based creative agency Host to take control of its advertising account, beating out the only local agency that remained on the short list, 303.
Tourism Western Australia have selected Sydney-based creative agency Host to take control of its advertising account, beating out the only local agency that remained on the short list, 303.
After an extensive nationwide tender process, Tourism WA announced today that the multi-award winning Host were the best agency for the job ahead of fellow Sydney-based outfit, BMF and Subiaco-based 303 in a three-way review.
M&C Saatchi were also part of the short list but recently removed themselves from final consideration.
303 managing director, Alan Taylor is bound to be disappointed at missing out after recently expressing to WA Business News his desire to work with Tourism WA's executive director marketing, Stephanie Buckland on the campaign.
Ms Buckland previously told WA Business News an experienced panel of marketing and government personnel would make the final decision on the account.
"We have been overwhelmed by the submissions," Ms Buckland said.
There's been negative sentiment floating around the industry recently in regards to a key state government advertising account potentially being sent over to the eastern states.
Block Branding creative director, Mark Braddock previously told WA Business News that if the account did end up in the hands of an eastern states agency it could set a dangerous precedent and deter talent from coming to WA.
"When it's the state government, and it's our individual taxes being shifted over east, potentially paying profits for eastern states agencies, it's a little bit of a kick in the guts," Mr Braddock said.
Ms Buckland has previously worked with Host during her time spent at BankWest in a senior marketing role.
Host took control of the BankWest account prior to her joining Toursim WA.
For the past seven years local agency, Marketforce had been charged with the responsibility of driving tourism in Western Australia as custodians of the account.
However, Marketforce decided not to defend the account.
In a statement, Toursim WA said Host was selected from a highly competitive field, based on their excellent submission and on a value for money assessment.
Full announcement below:
Tourism WA announces new advertising agency
After an extensive nationwide tender process, Tourism Western Australia has announced that multi-award winning Host Pty Ltd will be its new advertising agency.
Host was selected from a highly competitive field, based on their excellent submission and on a value for money assessment.
Host demonstrated an excellent grasp of the challenges in marketing Western Australia as a tourism destination, and recommended an exciting shift in strategic direction.
Most importantly they put forward an approach which will clearly differentiate WA from the competition - nationally and internationally.
Host is highly regarded in the Australian advertising industry with an impressive client list including tourism related companies.
Aside from producing award winning marketing campaigns, they have a track record in delivering outstanding business results for their clients.
Tourism Western Australia and Host will consult with key tourism industry stakeholders and consumers before launching a new brand campaign later this year.
