Tourism NZ gets disruptive, shacks up with Whybin\TBWA

Tourism New Zealand has appointed Whybin/TBWA and reappointed Mindshare to service its Australian creative, media, digital requirements and global brand strategy, beating out rumoured fellow pitchers Clemenger Group, Droga5 and Publicis Mojo. 

The incumbent was Assignment Group, but it didn’t repitch for the business.

“A year into our new marketing strategy it was time to review our partners to get greater coordination and integration of activity,” says Justin Watson, Tourism New Zealand’s general manager marketing communications. “We wanted to ensure correct alignment of delivery with Tourism New Zealand’s strategic goals, particularly maintenance of the ‘100 percent Pure You’ campaign and our focus on digital marketing.”

After a difficult 2010 in New Zealand with the loss of ASB, Whybin\TBWA is starting to get back on the good foot, winning the big ANZ account from DDB. And Watson says the agency was chosen because it is truly trans-Tasman and has expertise in brand stewardship, strong digital capability, world class creative and strong coordination and integration.

Mindshare, which was the incumbent media partner, has been reappointed because of its strong ongoing performance and integrated approach to working.

“Tourism New Zealand requires the very best marketing talent, working in the most effective way and with the right resources, to support our goal of increasing visitor numbers and tourism value to New Zealand”, he says. “Having the right Australasian agency structure and resources in place will enable us to effectively and efficiently manage our number one priority market of Australia”.

He says Tourism New Zealand remains committed to its marketing approach, including its digital media focus and the continuation of the New Zealand 100 percent Pure You campaign, which remains unaffected by the appointment. Marketing campaigns underway or under development in Australia will also continue.

The two were chosen following an open RFP process via New Zealand’s Government Electronic Tenders Service, GETS. The process, which attracted 25 formal submissions, was led by Colin Wilson-Brown from the Australian consultancy ‘The Clinic’. He, along with Tourism New Zealand senior executive management, made up the selection panel.


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