The Monkeys has won the pitch for Tourism WA to lead its creative locally and globally. The agency’s first task will be to develop a brand strategy based on Tourism WA’s existing brand narrative work, which was developed in consultation with the state’s leading tourism industry operators. Marketforce, The Brand Agency and Sandbox have also been appointed following the pitch.
Tourism WA managing director, Brodie Carr, stated, “We’re looking to change our approach in destination marketing and appointing an innovative agency like The Monkeys to handle strategy and creative that will bring a fresh approach to the way we promote the State around the world. The Monkeys showed a thorough understanding of the challenges and issues we face in raising the profile of Western Australia as a world-class tourist destination and provided a range of well-researched solutions, strategies and innovative opportunities to overcome those challenges.
“Appointing local companies to provide production and implementation services gives us a great range of quality agencies to work with to grow the number of people coming to WA. It also means a lot of the work will be done here in Perth, supporting local jobs.”
The Monkeys work will be building on success. Western Australia had a record-breaking 2.87 million international and interstate visitors in the year ending September 2019. In the same period, total visitor spend was $10.9 billion, a 17.9 per cent increase on the previous year. International holiday visitors were the highest on record for WA, with the number increasing by 13.2 per cent to 521,800 – the highest amount of international holiday visitors WA has ever seen and the strongest growth in Australia.
Mark Green, Accenture Interactive lead for Australia and New Zealand and The Monkeys co-founder and group chief executive officer, stated, “Western Australia is such a unique place with abundant natural beauty and is home to a wonderfully warm community of people. Drawing visitors to Western Australia is a job we are looking forward to starting.”