NEW YORK: Tourism Victoria has appointed M Booth as its AOR for PR in the US, following a review.
M Booth will attempt to raise the Australian state's profile as a tourism destination for US travelers. The firm's work includes strategic planning, consumer and trade media relations, media familiarization programs, digital and social outreach, and brand partnerships.
Katie Barr Cornish, VP and head of the travel practice at M Booth, will lead a team of four staffers working on the two-year account from New York and Los Angeles.
“The destination has been gaining popularity among US travelers over the last few years, but we're going to build on that momentum to keep the numbers increasing,” Cornish said.
Media relations will focus primarily on consumer outlets, while highlighting niches of the destination, such as nature and food, she said. The agency will also bring journalists from the US to Victoria to experience the destination firsthand.
M Booth is helping Tourism Victoria identify brands that speak to its core audience to create “mutually beneficial” partnerships, Cornish said.
While the firm has not yet launched a dedicated PR campaign, its outreach will sometimes align with Tourism Australia's initiatives, Cornish said. M Booth and Ketchum, Tourism Australia's PR agency since last year, will work together on some campaigns, she added.
The Next Fifteen agency is also AOR for travel insurance provider Allianz Global Assistance USA, which hired the agency in February. Last month, national department store chain Burlington Coat Factory selected M Booth as its consumer AOR following an RFP.