Tourism Australia appoints opr as new PR agency partner following a competitive pitch process

Following a competitive pitch, opr has been appointed by Tourism Australia to support the iconic brand’s global and regional marketing efforts, as it encourages travellers from around the world to visit Australia.

The appointment follows a review of Tourism Australia’s PR requirements. It will see opr complement the work of Tourism Australia’s global creative, digital and media buying agencies to deliver integrated marketing and communications programs and campaigns.

Says Richard Brett, CEO of opr: “We are thrilled to be working with Tourism Australia. We believe our passion for creative storytelling and Tourism Australia’s energetic brand persona are a perfect fit to help promote Australia’s tourism offering to a global audience.

“As international travel has become more accessible, it has also become more competitive. Tourism boards globally are increasingly seeking out new and innovative approaches to achieve cut-through and resonate with potential travellers. We feel Tourism Australia is at the forefront of this movement, and we’re thrilled to be their PR partner of choice heading into 2020.”

Says Susan Coghill, chief marketing officer at Tourism Australia: “A key objective of the partnership with opr is to develop and drive creative PR-led activations that align with Tourism Australia’s overarching vision to become the most memorable and desirable destination on earth.

“It is all about leveraging the creativity of our campaigns through PR to create a powerful point of difference and stand out in an increasingly cluttered travel market to urge more consumers to experience Australia’s incredible tourism offering. Advocacy created through earned and owned activity is highly effective in achieving these outcomes.”

The contract is for a period of 24 months with the option for a 12-month extension.