Lintas Live Wins Back PR and Integrated Communications Mandate for Visit Victoria

Visit Victoria has reappointed Lintas Live, a digital-first creative PR agency, to help reimagine the brand’s PR and digital strategy for India. Following a competitive bidding process in 2018 that was put on hold during the pandemic, the tenure of the current engagement will be for a two-year period.

The agency has crossed the 10th year milestone of serving as the brand’s PR & Communications partner. Now, with its Digital-first Creative-led approach, the agency will build and curate an overarching integrated communication framework for the brand to strengthen positioning of the destination and enhance its appeal to the discerning Indian traveller. 

Lintas Live has a diverse service stack including content strategy, public relations, media relations and consumer and influencer engagement that will support Visit Victoria in its mission to position Melbourne and the State of Victoria as the most preferred destination for outbound travellers from India. 

On the appointment of Lintas Live, Ms. Celia Ho, regional manager - South & South East Asia, Visit Victoria, said: “We are delighted to have Lintas Live back, an agency that exhibits an exceptional knowledge of our brand DNA. Working with them over the years, Lintas Live has truly become our brand custodian. At a time when many are looking forward to travelling again, we need an agency partner that understands our brand, knows the Indian audience, and has the capability to connect with them in fresh new ways. The association with Lintas Live will entail delivering a range of marketing campaigns to create desire and position Melbourne and State of Victoria as one of the most preferred destination.”

Established as a company limited by guarantee in July 2016, Visit Victoria brings the best of Tourism Victoria, Victorian Major Events Company and Melbourne Convention Bureau under one brand that capitalises on commercial opportunities in an increasingly competitive and dynamic global tourism market. The team operates in a collaborative and agile environment that informs, connects, and partners with industry and the Victorian State Government to amplify Victoria's profile.

Mr. Ameer Ismail, president, Lintas Live, commenting on the partnership, said: "We are excited to onboard Visit Victoria again and to build new relevance for them in a modern LIVE digital first way. Indians have been waiting to travel and the State of Victoria already enjoys great salience. With our new digital first framework in place our objective will be to capture the hearts and minds of consumers while ensuring Melbourne is at the top of people’s travel bucket list. We look forward to this partnership.”