PARIS: The Australian Tourist Commission (ATC) has hired Parisian
agency Communicor in a bid to improve awareness of Australia as a
tourist destination in France.
Four agencies took part in the review, including incumbent Grayling,
which has held the account since the previous review three years
Under Australian law, state tenders must be reviewed every three
The Commission has employed a designated French agency for the past ten
ATC PR and promotions manager Kate Kenward said the Australian
connections of the agency, including MD Anthony Hardingham, swayed the
decision: 'We wanted an agency with an Australian background as we felt
it was very important that they understand the nature of the beast.'
She added that the purpose of the account would be to 'increase
awareness of the destination itself and that it is affordable and
accessible from France'.