Tourism Australia creative to DDB, media pending

Global - Tourism Australia (TA) has contracted DDB Worldwide for three years as its new global creative agency after a protracted pitch, which started in February.

DDB beat off Saatchi& Saatchi in the final round. TA however has yet to finalise the appointment of a media buying agency as its contract with Carat ended on Monday, 30 June.

One of DDB Worldwide's first task is to leverage on the buzz around Australian director (of Moulin Rouge fame) Baz Luhrmann's latest movie, Australia, which will be released in November this year - focusing the efforts to maximise the global marketing and banking in on promotional opportunities.

"The movie which offers huge potential to put Australia in the spotlight globally and ignite the Australia brand to motivate people who will see the movie to then see the country," Tourism Australia's MD, Geoff Buckley said.

Incumbent M&C Saatchi, which created the controversial "So where the bloody hell are you?" ad fell off the shortlist in May. Sydney-based, Agency Register managed the pitch.