Tourism Australia Appoints Ketchum as PR Agency for Americas

Tourism Australia has appointed Ketchum as its public relations agency for the United States, Canada and Latin America.

The account will be managed out of Ketchum’s Los Angeles office.

Daryl Hudson, Tourism Australia Vice President of the Americas, said Ketchum was chosen following a competitive selection process involving public relations agencies from across the United States.

“The Ketchum team demonstrated a solid understanding of our business and the future of public relations and with Ketchum’s experience across new media channels there is tremendous opportunity for us to capitalize on the digital space to promote Australia as a tourist destination,” Mr. Hudson said. “Tourism marketing is constantly evolving and the expiry of our existing public relations services contract provided us with an opportunity to test the market again, in line with Tourism Australia’s long-term strategy and goals.”

Ketchum partner Sean Fitzgerald said, “Working with Tourism Australia is a golden opportunity for Ketchum and we are thrilled to be on board as a strategic partner. Australia remains one of the most sought-after tourism destinations in the world and we are honoured to be able to help advance that mission.”

Ketchum’s activity will focus on strategic media partnerships, social media and Tourism Australia’s International Media Hosting Program. The new arrangements will run for three years, with an option to extend the contract for a further 12 months.

Tourism Australia’s preceding PR agency contract in the Americas with Fleishman-Hillard expired on 18 June 2011.

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