Atomic 212° Bags Media Account For Tourism Central Australia


Atomic 212° has been appointed to the Tourism Central Australia account following a competitive pitch, with media strategy, ATL planning and buying shifting to Atomic 212° effective immediately.

The appointment will fall within Atomic 212°’s Darwin offering, sitting alongside clients including Northern Territory Government, Charles Darwin University, Darwin Turf Club & Silks, Motor Accident Commission and more.

The win represents a unique partnership with a data-led approach at the core, reflecting Atomic 212°’s experience in delivering a smarter, faster and accountable approach.

The campaign encourages viewers to “Get Out There” and explore the picturesque landscapes and cultural experiences you can only find in this unique part of the world.

Tourism Central Australia’s CEO, Danial Rochford, said Atomic 212° was a great fit in driving tourism to Central Australia.

“From the beginning, Atomic 212° understood the challenges, audience segments and core communication objectives,” he said.

“Through a data driven approach and strategic insights, Atomic 212° delivered an integrated media approach with outstanding media value that will ensure the results will be delivered.

“Central Australia’s unique offering will be firmly solidified as one of the best places to see in Australia”.

This project received grant funding from the Australian Government under the Recovery for Regional Tourism Program, an initiative of the $1billion ‘COVID-19 Relief and Recovery Fund’.

“It has been outstanding to work with the TCA team, and we are delighted to provide our support and expertise through our work with Tourism NT to help TCA navigate a tough period for the tourism industry, but particularly in the NT,” said Atomic 212 ° Darwin, General Manager, Damien O’Brien.

“We look forward to welcoming you all up to The Territory and encourage everyone to “Get Out There!.

“Our ethos is backed by an exceptional team with a focus on effective media, whereby analytics and technology is under the one roof.”

Atomic 212° chairman and partner, Barry O’Brien (main photo), added, “Support across the domestic travel market has never been more important for small business, local trade and growth.

“Tourism Central Australia is a leader in the space and we are truly elated to join forces. It is always rewarding to engage with partners who are open to new ways of working and frontiers of change.

“A big congratulations to the team who continue to navigate remote work structures and lockdowns, however nevertheless never cease to amaze.”

The Tourism Central Australia appointment is also accompanied by wins including Audika, Pet Circle and more.

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