New agency for Tourism NZ
J Walter Thompson International NZ (JWT) and Assignment advertising agencies in a joint pitch, have won the highly prestigious and competed for $30m Tourism New Zealand advertising account.
Saatchi & Saatchi, Colenso BBDO, DDB and Wybin TBWA competed against the winning agencies and it is rumoured the deal was secured when all the agencies were asked for presentations on how the agencies would handle an Australian advertising campaign that Tourism NZ planned and the JWT presentation was by far the leading presentation and campaign.
The new agencies will have the highly successful foundations of the Pure New Zealand campaign, which commenced in 1999 under Tourism New Zealand’s previous agency, M&C Saatchi to work from and a key part of the work will be building on that success.
Tourism NZ has confirmed that they have no intention of changing the 100% Pure New Zealand campaign, which is considered to have been responsible for increasing visitor numbers to New Zealand by more than 50 per cent since the world leading and highly acclaimed advertising campaign began.
The changing world of advertising is a continuing challenge for agencies as it is believed that the success of Pure New Zealand was the main reason that M&C was successful in winning Tourism Australia’s $60m account in July, yet it was also the reason why Tourism New Zealand sought a new agency as a result of conflict of interest.
Graham Muldoon
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