Tourism Australia hires Ketchum
Tourism Australia has retained Ketchum as its public relations agency for Canada, the United States and Latin America for the next three years. The agency won the account in a competitive process involving an unknown number of contenders. The assignment includes media partnerships, social media activities and the Tourism Australia International Media Hosting Program. "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," said Daryl Hudson, vice-president of the Americas at Tourism Australia. "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." The account was previously handled by Fleishman-Hillard.