Australian tourism goes to Delaney as it shifts away from TV

Delaney Lund Knox Warren has won the Australian Tourist Commission’s (ATC) European account, at a time when the board is shifting its advertising strategy away from TV.

The ATC, which previously used D’Arcy globally, has split its worldwide account between several agencies as it aims to be “more flexible” in its approach to marketing.

Delaney Lund beat McCann-Erickson, Leagas Delaney and D’Arcy to the account, worth up to £2.5m across Europe and £1.3m in the UK.

Delaney Lund’s brief is to increase exposure of the brand. It will work with BJK&E, which will handle pan-European media buying for the ATC.

Sydney-based Whybin Lawrence TBWA will develop branding for the ATC, which will be adapted by regional agencies for specific markets.

Tactical work in the regions will be handled by Dailey & Associates in the US, by TBWA and OMD in Asia, and by Navigator in New Zealand.

ATC consumer marketing manager Glenn Myatt says: “The UK and German markets have seen TV campaigns over the years with smaller, tactical campaigns across seven or eight retail agents.

“We don’t expect a new campaign for 12 months and it is likely to be an evolution rather than a revolution.”

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Tom Fishburne is founder of Marketoon Studios. Follow his work at marketoonist.com or on Twitter @tomfishburne See more of the Marketoonist here

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