BMF has become the strategic advertising and creative agency for Voyages following a competitive pitch. Voyages is an indigenous tourism organisation which manages tourism and resort facilities in the Northern Territory, Queensland and Western Australia. Its most popular destinations include Ayers Rock Resort, Mossman Gorge and Home Valley Station.
BMF will develop a new brand platform and integrated communications campaign for Voyages’ main resort in Uluru. The agency will also act as an extension of Voyages’ marketing team, working on the Voyages’ resorts communications strategy and implementation over the next three years. BMF will also be working with SPEED, which was appointed as the new media partner following a separate review process.
Ana Sofia Ayala, chief marketing officer, Voyages, stated, “BMF was selected on its standout response to our brief, including their ability to capture the essence of our brand. The quality of the strategic thinking and calibre of the ideas that were presented were world-class and we believe they will be a strong, collaborative partner that will deliver on our brand promise.”
“SPEED was selected in order to use its robust approach to data analytics to unlock unique insights. We were impressed with their ability to use this capability to drive a truly innovative integrated strategic approach between creative and media.”
Stephen McArdle, chief executive officer of BMF, commented, “We know how special Voyages’ indigenous destinations are and we can’t wait to help relaunch a place and experience that is so important to Australia and the indigenous culture it celebrates. It will be an absolute privilege to work on.”