Tourism Western Australia has appointed The Monkeys as its lead agency for strategic and creative services following a comprehensive tender.
The Monkeys, part of Accenture Interactive, is now tasked with leading the creative output for Tourism WA on a local and global scale, while Perth-based Marketforce, The Brand Agency and Sandbox, in addition to The Monkeys, will undertake implementation and production work.
Accenture Interactive Lead for Australia and New Zealand and The Monkeys Co-Founder and Group CEO Mark Green said: “Western Australia is such a unique place with abundant natural beauty and is home to a wonderfully warm community of people. Drawing visitors to Western Australia is a job we are looking forward to starting.”
Tourism WA’s Managing Director, Brodie Carr, said the tender process had given Tourism WA the opportunity to see what some of the best agencies in the country had to offer and find the best partners to help make an impact with the State’s destination marketing.
“We’re looking to change our approach in destination marketing and appointing an innovative agency like The Monkeys to handle strategy and creative that will bring a fresh approach to the way we promote the State around the world.”
“The Monkeys showed a thorough understanding of the challenges and issues we face in raising the profile of Western Australia as a world-class tourist destination and provided a range of well-researched solutions, strategies and innovative opportunities to overcome those challenges.”
“Appointing local companies to provide production and implementation services gives us a great range of quality agencies to work with to grow the number of people coming to WA. It also means a lot of the work will be done here in Perth, supporting local jobs.”
Carr said The Monkeys first task would be to develop a brand strategy based on the WA tourism brand narrative work which was done in consultation the State’s tourism industry.
“We travelled from Kununurra to Esperance and everywhere in between talking to tourism operators about what made WA stand out as a holiday destination. That consultation helped form WA Tourism – Our Story, which we will be sharing with industry in the coming months,” he said.
“The work we have done with industry to develop our own unique story about what makes a WA holiday different from a holiday anywhere else in the world will form the basis of the brand strategy and our campaigns moving forward and will help us attract even more visitors to the State.”
“Last year was a huge year for tourism. We’ve seen great growth in visitor numbers and we’ve been in the international spotlight with our business and consumer events. And now we can focus on developing an exciting new brand strategy and campaigns that will make us stand out as a must-visit destination.”