Tourism Australia awards media duties to Lodestar UM

Following a global media review, Lodestar UM, which is a part of the media agency conglomerate IPG Mediabrands, has bagged the complete media mandate including digital, for Tourism Australia in India.

As part of the win, the agency will work on dynamic digital data and technology solutions for Tourism Australia to increase footfalls from India, as well as maximise visits.

The strategy will be to create urgency among tourists and entice them to immediately travel and experience the unique offerings of Australia. The multi-media campaign, which is likely to break soon, will use global media assets and content strategy to create the unique offerings around tourist attractions in Australia, which will be further amplified on social media, says the agency in a press release.

Commenting on the announcement, Nandini Dias, chief executive officer (CEO), Lodestar UM, says, "Tourism Australia is a prestigious account to have in our portfolio, and I am glad that the client entrusted us with this mandate. Our strategy, planning and business analytics, innovative buying practices, and award-winning content programmes aided us to bag the account. For the Tourism Australia campaign, technology and data will play a crucial role."

A team of 15 people, led by Deepak Netram, senior vice-president, Lodestar UM, will work on the account.