Tourism Australia calls digital pitch in China

The pitch, called on 13 March, seeks a digital agency in China that is "deeply experienced in delivering large-scale responsive websites including support and hosting capabilities through to creative development of online, mobile and social-media campaigns that reach, engage and target Chinese consumers with the idea of an Australian holiday".

TA's other requirements include analytics reporting and tracking, account management and servicing as well as digital-communication strategy.

The proposed contract term is two years, with an option to extend for a further year.

Incumbent agency Deep Focus created the Australian tourism board's first China-specific website to help the organisation tap into its biggest inbound travel market.

The agency's most recent work leveraged the AFC Asian Cup this January to promote tourism in Australia via a mobile raffle as an interactive mechanism to disseminate information about the destination.

TA aims for the China market to contribute tourism expenditure of AU$7 billion to $9 billion (US$5.33 billion to $6.87 billion) annually by 2020, up from AU$3.26 billion (US$2.48 billion) in 2010.