Public Relations Agency United Kingdom 2021

The key objective of the partnership is to develop and drive creative PR-led activations that align with Tourism Australia’s overarching vision to become the most memorable and desirable destination on earth.

The successful partner must be able to leverage the latest channels, techniques, tools and thinking to communicate effectively with mainstream and trade print, online, broadcast, radio and social media to maximise consumer engagement. The ability to create memorable and engaging content that earns the attention of the target audience and addresses the barriers to travel for Australia will be critical to the success of this partnership.

They will also need to demonstrate how they can work with other Tourism Australia agency partners in the UK (creative, digital and media) to deliver integrated marketing and communication programs and campaigns.

As a brand that represents the national character of Australia to much of the world, it is important that an agency partner also has a demonstrated understanding and affinity for contemporary Australia, its people and culture as much as understanding and insight into the target audience of High Value Travellers in key markets. High Value Travellers include business events customers, who travel for incentive and reward travel programs as well as working holiday makers, who form a large segment of the UK traveller market, to Australia.