Tourism Oz retains Carat

Global - Tourism Australia has appointed Carat to run its global media buying duties for a further three years, after a protracted pitch against the Havas-owned Media Planning Group.

Tourism Australia managing director Geoff Buckley said Carat’s selection followed an intensive, rigorous and highly competitive bidding process which started in February 2008, but added that cost was also a deciding factor.

“We have selected Carat to deliver media buying services in all the markets where Tourism Australia carries out consumer marketing activities. Carat will assist us in the expert selection, planning, negotiation and buying of media channels to help us reach prospective visitors to Australia,” Buckley said in a statement.

The appointment of Carat follows the July announcement that DDB would replace M&C Saatchi as the tourism body's creative agency.

“We have some exciting and important projects coming up, including the special campaign being developed by Baz Luhrmann and our promotional campaign around Australia the movie," Buckley added.