London, UK, 2022-Feb-09 — /Travel PR News/ — One Green Bean has been awarded a new three-year contract by Tourism Australia to manage the brand’s UK public relations following a competitive pitch.
The integrated PR, marketing and social media agency will lead the development and implementation of a communications strategy to position Australia as a highly desirable, must-visit destination as Brits eagerly await the reopening of the country’s borders following two years of travel restrictions due to the covid-19 pandemic.
Tapping into the shared cultural ties between Australia and the UK while shaping perceptions of the Australian holiday, the agency will support Tourism Australia’s mission to engage and convert key target audiences in the UK, creating bespoke campaigns and initiatives to support broader marketing activities in the market.
With an emphasis on creative activations and innovative content-led campaigns, One Green Bean will collaborate closely with the London-based Tourism Australia team to support the organisation’s vision to become the most memorable and desirable destination on earth. In 2019, the UK was Australia’s fourth largest market for international visitation with more than 700,000 Brits making the journey Down Under for a holiday.
One Green Bean’s Business Director and travel communications specialist, Sarah Barnett, will lead the account with an experienced team supporting.
Sally Cope, Tourism Australia’s Regional General Manager – UK & Northern Europe said: “We were impressed by One Green Bean’s clear and strategic approach for our brand coupled with a bold and creative vision. As an agency born out of Sydney, it was clear that a genuine passion for Australia runs deep within their team. As we prepare for what will be a crucial year for the Australian tourism industry, we know we have a PR agency partner who will help us to engage with the British media and public through engaging and creative work.”
Kat Thomas, Founder and Executive Creative Director of One Green Bean, commented: “We’re very proud of our uniquely Aussie agency DNA, so the opportunity to work with Tourism Australia feels like a perfect fit for us. Having lived there for 13 years, I know first-hand it’s a spectacular destination that people dream of visiting. We will be single-minded in persuading as many Brits as possible to make that dream a reality, as there truly is nothing like Australia.”
One Green Bean brings to the account a wealth of destination experience having retained a number of travel and tourism clients over its 15 years in business.
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For further information, please contact:
Sarah Barnett| M: 07813 844738| E: Sarah.Barnett@onegreenbean.com
The full OGB Tourism Australia team can be reached on tourismaustralia-uk@onegreenbean.com
About Tourism Australia
Tourism Australia is the Australian Government agency responsible for promoting Australia to the world as a destination for business and leisure travel. The organisation is active in around 15 key markets, including Australia, where it aims to grow demand for the destination’s tourism experiences by promoting the unique attributes which will entice people to visit. Tourism Australia’s activities include social and digital media, traditional advertising, public relations and media programs, trade shows and programs for the tourism industry, consumer promotions, online communications and consumer research. www.australia.com
About One Green Bean
One Green Bean opened its London office in January 2015. It is the UK arm of the business originally established in Sydney in 2007, Australia’s most internationally awarded PR agency. Part of Havas Worldwide, the agency roster currently includes Qatar Tourism, Visit Jersey, Hotels.com, Virgin Voyages, Costa, Domino’s, The Body Shop, and Britain’s Beer Alliance. The agency’s philosophy is to create ideas designed to travel at the speed of share; campaigns that are propelled by editorial and social currency, with a significant emphasis on earned content. www.onegreenbean.com