AusLeisure

Following a nationwide tender process, Tourism Western Australia has announced cummins&partners as its new strategic marketing and communications agency.

Tourism WA Chief Executive Stephanie Buckland said cummins&partners was selected from a competitive field because of its outstanding submission which demonstrated the agency’s strong strategic approach, creative thinking and execution.

Buckland explained “the tender panel found cummins&partners showed a high level of strategic and creative thinking along with an in-depth understanding of the tourism sector, Tourism WA’s brand and our core target markets.

“We need to ensure our marketing activities are reaching our target markets and working with a leading agency, such as cummins&partners, will help us better communicate the many benefits of travelling to WA to those markets.”

Buckland said the tourism industry had a major role to play in Western Australia’s economic future and many jobs relied on Tourism WA selling the State as a holiday destination.

She added “the industry accounts for more than 91,000 jobs and in the 12 months to March 2014 contributed $8 billion in visitor spend to the State’s economy.

“The State Government has a strategy to see visitor spend increase to $12 billion by 2020. By working with cummins&partners, Tourism WA will be able to achieve the marketing outcomes needed to help the tourism industry achieve the 2020 goal.”

Melbourne-based cummins&partners is a creative media agency and current AdNews Agency of the Year. It also has offices in Adelaide and New York.

For cummins&partners a bonus of the contract will see key staff who hail from Western Australia working on the Tourism WA account, including leading marketing strategist and consumer psychologist, Adam Ferrier. Other West Australians include team leader Georgina Pownall and senior creative Connor Beaver.

Commenting on this aspect of the partnership, Buckland concluded “it is great that key members of the team originate from WA, are passionate about our extraordinary State and excited about working with us to sell it to the world.

“Equally as important, the team at cummins&partners have solid experience in the tourism industry having worked with Virgin Australia, New Zealand 100% Pure and Tourism Queensland on the original ‘Best Job in the World’ campaign.”

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