Spirit of Tasmania has appointed Leo Burnett as its advertising agency and reappointed Maxus as its media agency for three-years.
The decisions were made after a comprehensive agency review and a competitive tender process.
Leo Burnett will manage the provision of Spirit of Tasmania’s brand strategy and creative services for television, print, radio, outdoor and digital advertising.
Maxus will continue to provide media planning and buying services to Spirit of Tasmania across a variety of targeted and brand-building media channels.
Spirit of Tasmania chief executive officer Bernard Dwyer said following the refurbishment of the Spirit of Tasmania vessels, the introduction of a new-look website and enhanced online booking platform, the company enjoyed a successful 2015/16 and was now focused on keeping the momentum going.
“Spirit of Tasmania will introduce a brand refresh and requires a new creative and media strategy for this work,” he said.
“We have identified that we need to re-engage with existing customers and inspire new consumers to sail with Spirit of Tasmania to drive future growth and demand.
“We have projected strong passenger growth for 2016/17 and beyond, and look forward to working with Leo Burnett and Maxus to help drive the execution of our marketing strategy until 2019.”
Mr Dwyer said he was confident Leo Burnett would deliver impactful campaign outcomes following its “sound, detailed and precise pitch”.
Melinda Geertz, CEO of Leo Burnett Melbourne said “We’re excited to be working with the team at Spirit of Tasmania. It’s a totally unique experience in the Australian travel industry and we’re looking forward to more people discovering that the journey itself can be as memorable as the destination.”
Mr Dwyer said Maxus would continue to manage Spirit of Tasmania’s media services.
Karly Leach, Managing Director of Maxus Melbourne said "We are delighted to have retained the Spirit of Tasmania business and continue our longstanding relationship with the Spirit of Tasmania team.
“As partners, we look forward to working collaboratively with Spirit of Tasmania to unlock growth via innovation and digital thinking, as we work together to lead change for the business over the next three years."
Recognised as one of Australia’s most iconic travel experiences, the Spirit of Tasmania vessels provide the only tourism and transport service across Bass Strait, carrying passengers and passenger vehicles between Devonport and Melbourne.