Tourism Australia names Poem as successful global PR agency


Following an extensive tendering process, Poem, an independent creative communications agency based in Sydney, has been awarded a three-year contract by Tourism Australia (TA) to manage the integrated communications and public relations of the brand globally.

Poem’s mandate will include providing public relations services to support marketing and
both global and regional communications activities, supporting TA’s global vision of becoming the most memorable and desirable destination on earth.

Poem Co-Founder and Executive Creative Director Matt Holmes said: “As 100%
independent Australian agency, we are so proud to have the opportunity to
encourage the world to come and say G’day. This appointment is testament to our “deeply human” approach to how we work with our client partners, each other, and
creative PR ideas that people actually care about.

Susan Coghill, Marketing Director of Tourism Australia, said: “We are delighted to welcome Poem to our agency village to help us drive earned media results globally.


The shorter-term priority will see Poem support the reopening of international borders and the resumption of international travel. In March this year, Australia welcomed 520,000 international visitors, which injected $4.9 billion back into the Australian economy.

In addition, Poem will also provide strategic communications planning, brand campaign
reputation amplification and management, media relations and publicity support and developing strategies to engage with advocates and influencers.

Tourism Australia has done some of the most innovative and celebrated destination marketing work of all time and the team truly appreciates the importance of being at the heart of creative campaigns. We are already enjoying working with a brilliant agency village on the next truly integrated, Australian-only ATL and BTL to welcome international travelers back.

The Poem team comes at a crucial time as we strengthen our brand story and
invest more in our key markets. For much of the past year, we have been
developing the next big chapter in Australia’s tourism and public relations programs, including
advertising and media hosting will be critical to its success.

Creativity has always been key to storytelling at Tourism Australia. Poem’s creative and collaborative approach to storytelling across acquired and owned channels will be a welcome addition to the team. »

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