Mitchell & Partners Queensland has won the largest chunk of travel business up for grabs, securing the estimated $10 million Flight Centre account.
It competed against long-term incumbent Smart Media, and other contenders Mediacom, Zenith Media, Starcom Worldwide and D&D Advertising.
The win lifts Mitchell's annual media billings to around $80 million and follows its recent appointment to the $10 million-plus Tourism Queensland account. Mitchell also recently won the $3 million Brisbane Marketing account in a pitch against Starcom. Mitchell Queensland chief executive officer, Teena Jameson, said the latest win was proof that the agency was meeting market needs.
"Winning Flight Centre Limited on the eve of our second birthday was a tremendous thrill and the result of a strong team effort by our senior management team, Jameson said. "Clients' expectations from their media advertising spends are continually increasing - I believe our recent wins are a reflection of our ability to think strategically and creatively, thereby delivering our clients a better return on their media investment."
Meanwhile, in Melbourne, Cummins & Partners has added the estimated $4 million Jetset travel agency account to its books. Cummins is believed to have pitched against Spinach Advertising, Grey Worldwide and rostered agency Paul McCarthy Advertising.
The agency has a brief to redirect and refresh the Jetset brand, which - following its ownership change in April this year from Air New Zealand to Western Australia-based group Heartlink - is known as Jetset Travelworld.
The group is Australia's largest travel retail operator with more than 730 outlets.
"The Jetset brand is very well established and has very high awareness among consumers. Our campaign will work to capitalise on that awareness and build on the brand's strengths, Jetset Travelworld managing director/chief executive officerBob Sparks said. Jetset's newly-launched marketing campaign for theTravelworld brand features British comedian John Cleese.
In Perth, agency Marketforce has also joined the travel account turbulence, securing Western Australia Tourism's $3.5 million creative account.
Marketforce returns to the account on September 1 after a three-year absence. It previously held the business for eight years until 303 Advertising won it over in 1999. Marketforce was responsible for the much talked about campaign featuring Australia supermodel Elle Macpherson.
Australia's domestic tourism industry has been in a state of flux since the September 11 attacks. While domestic business has risen markedly, international trade has plunged, forcing travel groups to re-think their business strategies.
