LOS ANGELES -- The Australian Tourist Commission has tapped several agencies to handle its advertising throughout the world, including Dailey & Associates.
Dailey, West Hollywood, Calif., bested incumbent D'Arcy Masius Benton & Bowles, Los Angeles, as well as Kovel/Fuller in Culver City, Calif.; Rubin Postaer & Associates in Santa Monica; and Los Angeles media agencies Initiative Media and Carat. The account is estimated at $5-10 million.
D'Arcy had been the regional agency for the ATC for 10 years and the global agency for four. However, Dailey will only handle advertising for the Americas, with Whybin Lawrence TBWA in Sydney and Optimum Medium Direction handling advertising for Asia; Delaney Lund Knox Warren and BJK&E Media for Europe; and Navigator for New Zealand.
"When we appointed a global agency before the Olympics, much of our advertising was branding and image-focused," said Lyndel Gray, ATC regional director, the Americas. Now that awareness of Australia has increased, the ATC wants to focus on "regional conversions," to motivate people in various countries to come to Australia, Gray said.
Dailey, Gray added, was chosen because the shop "demonstrated a clear, concise retail strategy."
Work for Dailey will likely include TV, print and viral marketing efforts, as well as media planning and buying, said agency president Brian Morris.