Following a global media review, Lodestar UM, part of media agency conglomerate IPG Mediabrands has bagged the complete media mandate including digital for Tourism Australia in India. The ambition is to create a dynamic digital, data and tech solution for Tourism Australia and increase footfalls from India and maximise visits.
“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”, said Nandini Dias, CEO, Lodestar UM.
She further added, “For the Tourism Australia campaign technology and data will play a crucial role.”
Lodestar UM has created a dedicated team of 15 people to handle the account which will be led by Deepak Netram, Senior VP, Lodestar UM.
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.