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.”

Recommended

Allied loses global chief in wake of rejig

Marketing Week

Allied Domecq senior vice-president of global marketing Mark Doorbar has left the wines and spirits group as part of a global marketing restructure. The company will not replace Doorbar. His responsibilities will be shared between Simon Stewart, senior vice-president for core brands; Simon Hunt, senior vice-president of innovation; and Edward Beasley, senior vice-president of speciality […]

Ban on tobacco ads won’t work

Marketing Week

A ban on tobacco advertising has clearly taken on symbolic importance for everyone involved in the war against smoking and as a result some important arguments have been overlooked. Government has a responsibility to educate people about the health risks of smoking but banning the promotion of a legal product is a step too far. […]

Comments

    Leave a comment