Tourism Australia replaces Carat with OMD as global media partner

Tourism Australia has appointed OMD to handle its global media planning and buying account.

After a hard fought pitch that kicked off in December last year, the Omnicom network came out on top of a shortlist that included MediaCom, ZenithOptimedia and incumbent Carat to claim the three-year $180m contract.

“OMD demonstrated creativity, consistency and a depth of talent on a global basis, as well as a real enthusiasm for our business, and we’re really pleased to have them on board,” said Tourism Australia’s MD Andrew McEvoy.

“Carat has done a great job for us over the past six years, including helping to roll out our current global brand campaign, There’s nothing like Australia, and I’d like to thank them for their efforts.”