Mindshare will handle global media duties for Tourism New Zealand effective July 1, following a pitch.
The assignment is worth around NZ$35 million (US$23.5 million) per year, according to the initial tender. Mindshare's Sydney office will take the lead on the account.
The agency wil be responsible for activating Tourism New Zealand’s campaign material in target visitor markets across the world. The client considers Australia, China, the UK, the US, Germany and Japan to be its key visitor markets.
“Mindshare exhibited outstanding leadership and strategic thinking that will help to amplify Tourism New Zealand’s destination storytelling in an increasingly competitive global marketplace,” René de Monchy, Tourism New Zealand’s director, commercial, said in a release, citing Mindshare's global network and "best-in-class tools and systems" as factors in the decision.
Joe Lunn, Mindshare chief strategy officer and global business lead, said it's a privilege to partner with the client on its "journey to be the world’s most authentic destination storytellers".
Media strategy and buying spend is the largest single investment Tourism New Zealand makes each year, the organisation reported. Tourism New Zealand suspended advertising briefly following the Christchurch terrorist attacks.