Dentsu Extends Tourism & Events QLD Contract, Adds Offline Media Buying

Tourism and Events Queensland extended Dentsu Queensland’s contract for two additional years, with the renewed agreement running until March 2028. The partnership began in March 2023 and has focused on increasing TEQ’s presence and driving visitation through brand, performance, and industry engagement initiatives. Offline media buying was added to Dentsu Queensland’s responsibilities, consolidating media planning and both digital and offline execution within the agency. TEQ leadership said media is critical for building Queensland’s brand, driving visitation, and supporting the tourism and events industry, and that consolidating the full media remit enables a more streamlined and integrated model. The Industry Media Agency for Tourism and Events (IMATE) provides a bespoke approach aligning regional operators with TEQ’s media capabilities, improving expertise, scale, efficiency, and access to premium audiences.

"Media plays a critical role in how we build Queensland's brand, drive visitation and support the broader tourism and events industry. Dentsu Queensland has proven to be a strong strategic partner, bringing deep media expertise, a collaborative approach and a clear understanding of the Queensland tourism landscape. Consolidating our full media remit creates a more streamlined and integrated model, enabling TEQ to respond to market opportunities with greater speed, consistency and impact."

"The addition of offline media buying to Dentsu QLD's remit consolidates all media responsibilities - planning, digital and offline - within the agency. The renewed agreement, which runs until March 2028, follows a high-performing initial partnership that began in March 2023. Over the past three years, dentsu Queensland said it has played a central role in elevating TEQ's presence and driving visitation through a blend of brand, performance and industry engagement initiatives."

"A key driver of the partnership's success has been the evolution of the Industry Media Agency for Tourism and Events (IMATE) - a bespoke model that aligns Queensland's tourism regions and operators with TEQ's media capabilities. IMATE continues to unlock greater expertise, scale and efficiency for the sector, providing access to premium audiences and best-practice media investment."

"We are incredibly proud to continue our partnership with TEQ and deepen our role in supporting one of Australia's most ambitious and influential tourism organisations. This extension reflects the momentum we have proudly built together and creates an exciting opportunity to deliver even greater integration, agility and effectiveness as well as growth for our team"

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