Dentsu Queensland extends TEQ remit with full media buying brief

Tourism and Events Queensland has extended its contract with dentsu Queensland for another two years, expanding the agency’s remit to include full offline media buying.

The renewed agreement runs until March 2028 and builds on the partnership that began in March 2023.

Under the expanded remit, dentsu Queensland will manage TEQ’s media planning, digital and offline media buying, consolidating all media responsibilities within the agency.

TEQ said the move will create a more streamlined and integrated media model as it looks to build Queensland’s brand, drive visitation and support the broader tourism and events sector.

“Media plays a critical role in how we build Queensland’s brand, drive visitation and support the broader tourism and events industry,” said Kim McConnie, group executive marketing at TEQ.

“dentsu Queensland has proven to be a strong strategic partner, bringing deep media expertise, a collaborative approach and a clear understanding of the Queensland tourism landscape.

“Consolidating our full media remit creates a more streamlined and integrated model, enabling TEQ to respond to market opportunities with greater speed, consistency and impact.”

The partnership also includes the Industry Media Agency for Tourism and Events, a bespoke model designed to connect Queensland tourism regions and operators with TEQ’s media capabilities.

Known as IMATE, the model gives the sector access to broader media expertise, scale and more efficient investment across premium audiences.

“We are incredibly proud to continue our partnership with TEQ and deepen our role in supporting one of Australia’s most ambitious and influential tourism organisations,” said Emily Cook, managing director of dentsu Queensland.

“This extension reflects the momentum we have proudly built together and creates an exciting opportunity to deliver even greater integration, agility and effectiveness as well as growth for our team.

“We look forward to continuing to drive innovation and impact for TEQ, its industry partners and the state.”

The partnership has included work on Queensland is Bluey’s World for Real Life and the launch of TEQ’s multi-year brand platform That Holiday Feeling.

TEQ said the next phase of the partnership will focus on strengthening its competitive edge through continued media innovation.