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Hires, Wins & Business

Tourism Australia Appoints M&C Saatchi as Creative Agency

Digitas has been appointed as its digital agency

Tourism Australia Appoints M&C Saatchi as Creative Agency

Tourism Australia has appointed M&C Saatchi as its creative agency and Digitas as its digital agency, after a major pitch lasting more than six months.

The incumbent creative agency is Clemenger BBDO, Sydney, who won the account in 2013 from DDB Sydney, who was also on the pitch. Others known to be on the pitch list included BMF and Droga5 New York.

The win for M&C Saatchi sees it once again taking the lead creative agency role for Tourism Australia, twelve years after the controversial 'Where the Bloody Hell are you?' campaign in 2006 when Australia's current Prime Minister Scott Morrison was Minister for Tourism.

Dundee-1.jpgThis year Tourism Australia partnered with Droga5 New York and UM to launch its star-studded 'Dundee: The Son of a Legend Returns Home' campaign, which secured a coveted Titanium Lion award at the 2018 Cannes Lions International Festival of Creativity.

Tourism Australia picked up a total of 10 Lions. Tourism Australia's youth-focused 'Aussie News Today' campaign, developed in conjunction with Clemenger BBDO Sydney, also took home a Gold and Bronze Lion.

Developed in conjunction with Droga5 New York and Tourism Australia's global media services agency UM, the A$36 million campaign was officially unveiled at the Super Bowl in February with the aim of reinvigorating interest in Australia for a new generation of American travellers.

Initially appearing as a trailer for a new Crocodile Dundee movie, the 60-second ad, shot by Australia's Steve Rogers from Revolver, features Chris Hemsworth and Danny McBride as well as Paul 'Crocodile Dundee' Hogan. The campaign was also supported by a host of Aussie A-listers, including Hugh Jackman, Margot Robbie, Russell Crowe, Ruby Rose, Liam Hemsworth, Isla Fisher, Luke Bracey and Jessica Mauboy.
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