Tourism and Events Queensland has extended its partnership with dentsu Queensland for an additional two years, expanding the agency’s remit to include offline media buying.
The renewed agreement runs until March 2028 and follows an initial partnership that began in March 2023.
Over the past three years, dentsu Queensland has supported TEQ across brand, performance and industry engagement initiatives designed to build Queensland’s presence and drive visitation.
A more integrated media model
As part of the extension, dentsu Queensland will now manage offline media buying in addition to its existing planning and digital responsibilities.
The move consolidates all media activity within dentsu Queensland, giving TEQ a unified media model across planning, digital and offline.
TEQ Group Executive Marketing Kim McConnie said media plays a critical role in building Queensland’s brand and supporting the tourism and events sector.
“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,” McConnie said.
“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.”
IMATE drives sector support
A key part of the partnership has been the evolution of the Industry Media Agency for Tourism and Events, or IMATE.
The bespoke model aligns Queensland tourism regions and operators with TEQ’s media capability, providing access to greater expertise, scale and efficiency.
dentsu on the extension
Emily Cook, Managing Director of dentsu Queensland, said the extension reflects the strength of the partnership.
“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,” Cook said.
“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.
“We look forward to continuing to drive innovation and impact for TEQ, its industry partners and the state.”
The partnership has already delivered campaigns, including Queensland is Bluey’s World for Real Life and the multi-year brand platform That Holiday Feeling.
The next phase will focus on strengthening TEQ’s competitive edge through continued innovation across media activity.
Top image: Chris Ernst and Emily Cook