LOS ANGELES: Tourism Australia hired Ketchum to handle PR in the US, Canada, and Latin America following a competitive review.
The Omnicom agency began to support the account from its Los Angeles office this month and will mainly focus on media relations, social media, and hosting international media.
The three-year contract extends through September 2014, with an option to renew for an additional 12 months.
Media relations will span consumer, print and digital outlets. Ketchum will also undertake a number of digital projects to help the organization connect with consumers.
“Key to our success is creating an urgency to travel to Australia within the next 12 months with a strong focus on the affluent consumer and increasing our presence in the digital space,” said Daryl Hudson, regional general manager of the Americas at Tourism Australia. “Ketchum showed it will be a key creative partner in helping us achieve this.”
Ketchum's fellow Omnicom agency Fleishman-Hillard previously handled the account for the three years ending June 2011. Tourism Australia conducted the search for a new agency as part of a periodic review aimed at ensuring it is working with an agency that provides the best service, value, and fit for its goals and objectives. Fleishman participated in the review.