Tourism Australia hands global media duties to Publicis

Tourism Australia has appointed Publicis-owned Zenith to manage its international media account, taking over from UM, which has held the global media business for the past decade.

The agreement kicks in from July 2026 and runs for an initial three years, with two one-year extension options.

The contract covers services up to a maximum value of $189 million, according to Tourism Australia, and will support the organisation’s international campaign activity, including Come and Say G’day.

The latest instalment of Come and Say G’day launched in August last year and uses market-specific talent to promote Australian holidays, including Robert Irwin in the US, Nigella Lawson in the UK, Yosh Yu in China, Sara Tendulkar in India and Abareru-kun in Japan.

Tourism Australia said the campaign is currently the highest-performing ad in the tourism category across key markets, has generated close to $400 million in earned media value and has been viewed more than 1 billion times.

Robin Mack, managing director of Tourism Australia, said media campaigns remain central to driving demand for Australia in global visitor markets.

“The campaigns Tourism Australia creates and delivers in key international markets are central to driving consideration and intention to travel to Australia,” Mack said.

“In a time of increased global competition for tourism, media campaigns in our target visitor markets are critical to ensuring we reach the hearts and minds of international travellers, ultimately inspiring them to choose Australia for their next holiday or business event.”

Susan Coghill, chief marketing officer at Tourism Australia, said the Publicis appointment marked a new chapter in Tourism Australia’s marketing.

“What distinguished Publicis through this process was a genuine understanding of where travel discovery is heading, and a clear, demonstrated capability to help Tourism Australia be present and chosen wherever that moment happens,” Coghill said.

“We also want to acknowledge the significant contribution UM, our previous media services provider, has made to Tourism Australia’s global media program over many years. Their work has built a strong foundation across campaign delivery, market presence and media capability, and we are grateful for the strong results that partnership has delivered.”

Jason Tonelli, chief executive officer at Zenith Australia, said the agency was ready to take on the account.

“There is no greater brief in our market than Australia itself,” Tonelli said.

“To be trusted with amplifying our nation’s story to the world is a rare honour, and our thanks go to the entire Tourism Australia team for that responsibility. We can’t wait to get to work.”