Australia’s international borders have reopened and international tourism has recommenced! However, there are new marketing challenges as the tourism market becomes incredibly competitive. Tourism Australia (TA) is the Australian Government agency responsible for attracting international visitors to Australia, both for leisure and business events. This week TA have issued opportunities in four different regions that seek to identify an agency that can deliver public relations (PR) services to support TA’s marketing and communication activities in Japan, India, North America, Australia and NZ.

– Public Relations Services – Australia, New Zealand

– Public Relations Services – North America

– Public Relations Services – India

– Public Relations Services – Japan 

The scope of all four Requests for Tender (RFT) are similar and seek an agency to help develop and drive creative PR-led activations that support the organisation’s global and regional marketing and communications campaigns and, as a shorter-term priority, support the reopening of international borders and the resumption of international travel. Scope of work includes:

– strategic PR planning and reputation management consultancy;

– media relations and publicity;

– advocacy and influencers;

– social media

– monitoring, measurement and reporting

TA is looking a for a few specific aspects in potential PR agencies, this includes the ability to leverage the latest channels, techniques, tools and thinking to communicate effectively with mainstream and trade print, online, broadcast, radio and social media and the ability to create memorable and engaging content that earns the attention of target audiences and addresses barriers to travel for Australia. Examples of successes in these areas will strengthen your response. Additionally TA is looking for a demonstrated ability to work with other TA agency partners (creative, digital and media) to deliver integrated marketing and communication campaigns.

The proposed contract term is for up to five years, comprising an initial period of three years and two one-year extension periods.This RFT Closes Friday, 25 March 2022.

If you are after further advice on this topic or any opportunity listed below, feel free to contact us. You can also subscribe to this newsletter for regular weekly updates.