Tourism Australia opens tender for US$180m global media account

Tourism AustraliaAustralia’s tourism authority has opened up a tender for its overseas media account, reckoned to be worth AU$250m (US$180m) for a three-year contract.

The pitch is likely to be won by a multinational agency with a strong presence in Asia, Tourism Australia’s main target market at the moment.

OMD is the incumbent having held the contract now for the maximum amount of time allowed after winning it from Carat in 2011. However, a full field of contenders are expected to line up for what will be one of the biggest media pitches of 2016.

The new contract will be for an initial period of three years with the option of two one-year extensions.

The tender will have two phases: an initial Expression of Interest (EOI) process, and then Request for Tender (RFT) for those shortlisted after the first phase.

“As a Government agency, and for a contract of this size and importance, Tourism Australia is required to conduct an open tender process,” said a Tourism Australia spokesperson.

“OMD has been a fantastic partner since 2011. With the term of the existing contract approaching its end, this two-phased tender gives us the opportunity to better understand the changing media landscape and the agency partnership structure we require to deliver on our future media requirements.

“We have decided to structure this process in a way which gives us an opportunity to better understand these emerging trends, particularly in terms of new technologies, before formally starting the tender. We believe this is the best way to identify and engage the most effective partner or partners to meet our immediate and future media services requirement.”

Expression of Interest (EOI) documentation are available at

The initial EOI process closes on 22 December 2015. The Request for Tender (RFT) process is expected to start in February 2016.

Nic Christensen


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