Tourism New Zealand has appointed Whybin/TBWA and reappointed
Mindshare to service its Australian creative, media, digital
requirements and global brand strategy.
Justin Watson, Tourism New Zealand's General Manager Marketing
Communications, said the choice was driven by a need to ensure the
strongest resourcing partners to deliver Tourism New Zealand's new
"A year into our new marketing strategy it was time to review our
partners to get greater coordination and integration of activity.
We wanted to ensure correct alignment of delivery with Tourism New
Zealand's strategic goals, particularly maintenance of the '100%
Pure You' campaign and our focus on digital marketing", he
Mr. Watson said Whybin/TBWA were chosen because they were a true
trans-Tasman agency and because of their expertise in brand
stewardship, strong digital capability, world class creative and
the strength of their coordination and integration.
Mindshare, who were the incumbent media partner, have been
reappointed because of their 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 said. "Having the right Australasian agency
structure and resources in place will enable us to effectively and
efficiently manage our number one priority market of
Tourism New Zealand remains committed to its marketing approach
including its digital media focus and the continuation of the New
Zealand 100% 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'. Colin
along with Tourism New Zealand senior executive management made up
the selection panel.
Tourism New Zealand uses creative and media agencies around the
world to develop and implement marketing strategies and campaigns,
to support its key goal of attracting international visitors to
visit New Zealand.
Issued by Deborah Gray, Communications Manager, Tourism New