Tourism Western Australia scouts for new marketing agency in SEA

Tourism Western Australia (Tourism WA) is on the search for marketing representation agencies to enhance its promotional efforts across key Southeast Asian markets. The agency (ies) selected will play a pivotal role in elevating Western Australia's profile as a holiday destination among those in Singapore, Malaysia, and Indonesia.

The Australian government body is aiming to engage up to three agencies to handle various integrated marketing and representation services, including the development and implementation of tourism marketing campaigns designed to boost Western Australia's attractiveness to SEA. The agencies will also work on increasing visitor numbers, improving yield, and enhancing the dispersal of tourists from target markets.

In addition to campaign development, the agencies will be responsible for reporting on market trends and devising innovative marketing strategies to elevate Western Australia’s market profile. Effective communication with industry partners, government bodies, and other key stakeholders within the market is essential. The agencies will also need to collaborate with various tourism businesses to drive economic outcomes for Western Australia and leverage Tourism WA’s brand platform and key messages to maximise marketing impact.

Interested agencies need to have professional and extensive knowledge in the tourism trade, media connections, and a proven history of delivering successful destination marketing campaigns. Key personnel from the selected agencies must be based in Singapore, Malaysia, or Indonesia, with regional travel expected to facilitate in-market trade relationships.

Respondents may choose to apply for a single country, all countries, or any combination of the listed countries—Singapore, Malaysia, and Indonesia. For more information on the application process for this pitch on registration and supplying credentials, interested agencies can submit their proposals directly via the Tenders WA website.  

Tourism Western Australia has been actively working to boost its profile in Southeast Asia over recent years, leveraging strategic partnerships and campaigns. In April 2024, the government body awarded The Brand Agency a new creative contract to continue its 'Walking On A Dream' campaign. Additionally, they also introduced the 'Western Australia Muslim Travel Guide' specifically for Indonesian travelers in 2023, highlighting the state's commitment to catering to diverse tourist segments.