Four bgb, the incumbent agency since 2009, repitched for the business in May this year. Tourism Victoria holds a review approximately every three years and the openly published tender attracted 30 to 40 applicants. 16 submitted proposals and four were shortlisted and interviewed.
The agency will work on positioning Melbourne and the rest of the state as a must-see Australian destination for UK visitors, trying to shake off perceptions of it as "Australia’s second city" after Sydney. It will develop publicity programmes to engage the consumer and travel trade media.
The contract runs until the end of June 2015 with the possibility of an extension.
Four bgb will report to Claire Golding, Tourism Victoria's regional manager for the UK and Europe.