OPR’s ‘passion for creative storytelling’ snags Tourism Australia PR account

Tourism Australia has appointed OPR as its PR agency, following a competitive pitch process.

“A key objective of the partnership with OPR is to develop and drive creative PR-led activations that align with Tourism Australia’s overarching vision to become the most memorable and desirable destination on earth,” said Susan Coghill, Tourism Australia’s chief marketing officer.

“It is all about leveraging the creativity of our campaigns through PR to create a powerful point of difference and stand out in an increasingly cluttered travel market to urge more consumers to experience Australia’s incredible tourism offering. Advocacy created through earned and owned activity is highly effective in achieving these outcomes.”

OPR CEO Richard Brett said they were thrilled to be working with Tourism Australia.

“We believe our passion for creative storytelling and Tourism Australia’s energetic brand persona are a perfect fit to help promote Australia’s tourism offering to a global audience,” Brett said.

“As international travel has become more accessible, it has also become more competitive. Tourism boards globally are increasingly seeking out new and innovative approaches to achieve cut-through and resonate with potential travellers. We feel Tourism Australia is at the forefront of this movement, and we’re thrilled to be their PR partner of choice heading into 2020.”

The contract with the agency is for a period of 24 months, with the option to extend it by a further 12 months.