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Carat Wins Tourism Australia's Global Media B'ness

18 JULY 2005

Carat Wins Tourism Australia's Global Media Business

Independent media agency Carat New Zealand has been appointed to handle all of Tourism Australian’s New Zealand media requirements

This announcement follows Carat Australia winning a closely-fought pitch process to provide $AUD60 million of global media planning and buying services to Tourism Australia. M&C Saatchi will provide global creative services

"Tourism Australia previously used eight separate creative and media buying agencies around the world, however this appointment sees Tourism Australia consolidate all their media requirements through Carat globally,” says Carat New Zealand Managing Director Rob Roydhouse

Roydhouse goes onto say Carat is in a position of strength and more than ready to look after the needs of Tourism Australia on a global level

“Our well established network gives us the capabilities and systems to manage multiple markets, while at the same time offering invaluable local insights into each of those market,”

“Our core media business is supported by a structure of services encompassing communication strategy, research, interactive, digital, econometric modelling, promotion, and PR, etc – a complete, 360 degree offering

Touted as one of the most prestigious Australasian accounts to move so far this year, the $60 million Tourism Australia global business will encompass five key regional hubs – Europe, North America, Asia, Japan, and New Zealand – all centrally managed from Australia

Carat Australia CEO Richard Halmarick notes “the pitch process was certainly rigorous and tough in each of the five global hubs, however it has been run in a balanced and fair way by the client from start to finish”

“The passion and drive exhibited by Carat personnel around the world during the pitch, including the support of our global CEO, Robert Lerwill, and our executive management teams, was inspiring

Ian Macfarlane, Marketing Director of Tourism Australia said, “All of Tourism Australia’s managers were extremely impressed with the professionalism of Carat right the way around the world. The added value that Carat brings to Tourism Australia is significant

“We are delighted to appoint them to the role and look forward to working with them on the execution of our global campaign

Carat will begin working immediately with Tourism Australia and their advertising agency, M&C Saatchi, to achieve Tourism Australia’s overall business objective of ‘capture, maintain and grow Australia’s future international and domestic tourism market’


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