Zenith Media, a key player within Publicis Media Australia, has secured a pivotal media services role for Tourism Australia, entering into a three-year agreement that commences in July 2026. This decision follows a highly competitive tender process that began in September 2025.
The partnership is set against a backdrop of significant financial commitment, with a campaign budget estimated at approximately $130 million. The ambitious initiative aims to enhance Australia’s appeal in key international tourism markets.
The recent campaign, Come and Say G’day, Chapter Two, was launched last month through creative agency Droga5, part of Accenture Song, and involved media buying handled by UM. This high-impact campaign has already generated nearly $400 million in earned media value, achieving over 1 billion views worldwide.
Robin Mack, managing director of Tourism Australia, underscores the critical role of these campaigns in stimulating interest and demand for travel to Australia. “In a time of increased global competition for tourism, media campaigns in our target visitor markets are critical to ensuring we reach the hearts and minds of international travelers, ultimately inspiring them to choose Australia for their next holiday or business event,” Mack stated.
The collaboration with Zenith is anticipated to bolster the ongoing Come and Say G’day campaign, exemplifying how effective marketing can influence travel decisions. Susan Coghill, chief marketing officer at Tourism Australia, emphasized that Publicis demonstrated a keen understanding of emerging travel trends, a factor that played a significant role in their selection.
“What distinguished Publicis through this process was a genuine understanding of where travel discovery is heading, and a clear, demonstrated capability to help Tourism Australia be present and chosen wherever that moment happens,” Coghill remarked, also acknowledging the efforts of UM, the previous media services provider, for their contributions over the years.
Zenith Australia CEO Jason Tonelli expressed enthusiasm about the new role. “To be trusted with amplifying our nation’s story to the world is a rare honour, and our thanks go to the entire Tourism Australia team for that responsibility. We can’t wait to get to work,” he noted.
In an age where competition for tourist dollars is fierce, the success of these campaigns could hold significant implications for Australia’s tourism sector. As the country seeks to regain momentum in global travel, the effectiveness of Zenith Media’s strategies will be closely scrutinized by industry watchers and stakeholders alike.
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