Key facts

• Tourism Australia has selected Carat Australia Media Services Pty Ltd to supply its global media buying requirements for the next three years.
• Carat’s selection follows an intensive, rigorous and highly competitive bidding process which started in February 2008.
• Carat will assist Tourism Australia in the expert selection, planning, negotiation and buying of media channels to reach prospective visitors to Australia.

Key quotes

• "We have selected Carat to deliver media buying services in all the markets where Tourism Australia carries out consumer marketing activities. Carat will assist us in the expert selection, planning, negotiation and buying of media channels to help us reach prospective visitors to Australia," Geoff Buckley, Managing Director, Tourism Australia.
• "Our media buying agency plays a critical role in helping Tourism Australia reach the right consumers through the right media channels. In a highly competitive and challenging international tourism market, our consumer marketing plays an important role in driving intention to visit Australia," Geoff Buckley, Managing Director, Tourism Australia.

Full story

Tourism Australia has selected Carat Australia Media Services Pty Ltd to supply its global media buying requirements for the next three years.

Tourism Australia Managing Director Geoff Buckley said Carat’s selection followed an intensive, rigorous and highly competitive bidding process which started in February 2008.

“We have selected Carat to deliver media buying services in all the markets where Tourism Australia carries out consumer marketing activities. Carat will assist us in the expert selection, planning, negotiation and buying of media channels to help us reach prospective visitors to Australia,” Mr Buckley said.

The selection process commenced in February 2008 when Tourism Australia issued an open request for tenders. Tourism Australia, following Commonwealth Procurement Guidelines throughout, also had the process overseen by a probity advisor from the Australian Government Solicitor.

Two bids were received for the global contract, from Carat and MPG Australia. Carat was recommended by the evaluation committee on the basis of its global network capabilities, risk assessment and overall value for money.

The recommendation of Carat was endorsed by the Board of Tourism Australia and approved by the Minister for Tourism in accordance with the requirements of the Tourism Australia Act 2004.

“We thank both agencies for their highly professional tenders. Carat and MPG Australia represent the best in this industry,” Mr Buckley said.

“Our media buying agency plays a critical role in helping Tourism Australia reach the right consumers through the right media channels. In a highly competitive and challenging international tourism market, our consumer marketing plays an important role in driving intention to visit Australia.

“We have some exciting and important projects coming up, including the special campaign being developed by Baz Luhrmann and our promotional campaign around Australia the movie.

“We look forward to working closely with Carat to deliver strong results for Australia’s tourism industry and operators, and we thank MPG for the significant work they undertook for this tender and the professionalism of their lead team,” Mr Buckley said.

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