LOS ANGELES—Tourism Australia has appointed Ketchum as its public relations agency for the next three years, replacing Fleishman-Hillard after the latter firm’s contract expired. Ketchum will manage public relations activities across the United States, Canada and Latin America, leading the account out of its Los Angeles office.
Daryl Hudson, Tourism Australia vice president of the Americas, said Ketchum was chosen following a competitive selection process, adding: “The Ketchum team demonstrated a solid understanding of our business and the future of public relations. Hudson also cited the firm’s “experience across new media channels.”
Ketchum’s activity will focus on strategic media partnerships, social media and Tourism Australia’s international media hosting program. The new contract started on September 9 and will run for three years, with an option to extend the contract for a further 12 months.
“Fleishman-Hillard has done a great job for us over the past three years, including helping to roll out our current global brand campaign, There’s Nothing Like Australia, and being instrumental in Oprah’s Ultimate Australian Adventure,” Hudson says.