Spirit appoints CumminsRoss and Maxus

22 June 2012

Spirit of Tasmania appoints CumminsRoss and Maxus

Spirit of Tasmania has appointed CumminsRoss as its advertising agency and Maxus as its media buyer.

The appointments were made after a detailed review of services and a competitive tender process.

The review focused on the new look and feel of Spirit of Tasmania's brands, incorporating its strengths, travel benefits and new direction.

CumminsRoss, Australia's fastest growing independent full-service advertising agency, will manage Spirit of Tasmania's creative services for mainstream and digital.

It has grown to 62 staff and two offices in just 17 months on the back of national and international engagements with leading brands including Chrysler Jeep, Fiat, Alfa Romeo, Fonterra, Carsguide.com.au, Deakin University, Jacob's Creek, Asahi, and now Spirit of Tasmania.

"We're ecstatic with the Spirit of Tasmania win as it combines our strategic, creative and digital strengths," CumminsRoss Managing Director Chris Jeffares said.

"We provided strong insight-led thinking that will really take the brand forward."

"Spirit of Tasmania has a truly differentiated product and we are looking forward to working with the company on a brand refresh that delivers on its uniqueness and opens up new markets."

Maxus will continue to manage Spirit of Tasmania's media services.

Maxus has managed Spirit of Tasmania's media buying duties for a decade and has now expanded to include search, digital and analytics.

Maxus Chief Operating Officer Mark McCraith said: "We have had a long and very close working relationship with Spirit of Tasmania.  It's fantastic news that we have been able to retain Spirit of Tasmania's media account.

"With the ability to help across more elements of its communication channels, we can now be there to help drive its business even harder."

Spirit of Tasmania would like to thank all previous advertising providers, in particular its contracted partners Sputnik, Emitch and Hyro which have all helped the company achieve strong passenger volumes, exceeding targets year-on-year.

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