Ogilvy PR wins Tourism New Zealand pitch in Australia

Tourism New Zealand has appointed Ogilvy PR as its Australian public relations agency of record, following a competitive pitch process.

The appointment comes as the tourism body prepares to launch several global brand initiatives and experiential campaigns — some of which form part of a broader push to encourage visitation from the Australian market.

Ogilvy PR will work closely with Tourism New Zealand’s wider agency village, including Mindshare and TBWA Sydney, to ensure it aligns with global creative platforms and other marketing activity.

The agency will manage strategic communications activity in Australia, including earned-first creative campaigns and brand storytelling. Ogilvy PR will leverage its skills across culture-led creativity, media relations, influencer strategy, and content creation from both the Australian and New Zealand teams.

Tourism New Zealand

“We’re excited to be working with the outstanding team at Tourism New Zealand to drive destination awareness, while deepening the emotional connection Australians have with our closest neighbour,” the agency’s head of consumer PR and influence, James Curtis, said in a release.

“With our unique approach to earned-first creativity, we’ll be developing work that makes people want to pack their bags, reconnect with the spirit of New Zealand, and support the tourism brand’s bigger vision in a meaningful way.”

The agency has “proven experience” within the travel category, according to Tourism New Zealand’s regional director, Andrew Waddel. This, underpinned by its deep understanding of the Australian audience, was “pivotal” in sealing the deal.

“Earned-first storytelling is at the heart of what we do to drive emotional urgency and motivate Australians to consider and book a holiday to Aotearoa New Zealand,” he said. “We’re looking forward to continuing this journey, together with Ogilvy PR, and uncovering new and creative ways to accomplish this together.”

The win comes amid changes for the wider Ogilvy network, with ANZ CEO Sally Kissane last week announcing she will step down this month. She said after 30 years with the agency group, she believes new leadership is required for a new Ogilvy chapter. In turn, she too will move into “the next exciting stage of [her] career”.

In the interim, Ogilvy agency bosses will continue to lead the network, implementing a “clear and established agency plan” with the support of WPP Australia and New Zealand president Rose Herceg. This includes Ogilvy PR and Ogilvy Health’s local CEO, Richard Brett.

Brett has also just expanded his remit on the PR front, taking on the role of president for Ogilvy PR Asia Pacific. He assumes the role from Emily Poon, who is stepping away after 17 years with the agency to “pursue new ventures”.

Brett first joined Ogilvy PR ANZ in 2013, and was appointed CEO in 2018. In 2021, he took on the additional leadership of Ogilvy Health Australia.

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