PHD has been appointed as the media agency of record for Spirit of Tasmania.
The partnership, which began in July, covers strategic direction and media buying across all channels. The agency will use data-led insights to target key growth segments for the ferry service, which connects mainland Australia and Tasmania for passengers, vehicles and freight.
Kylie Holandsjo, General Manager of Sales and Marketing at Spirit of Tasmania, said: “PHD’s innovative approach to audiences aligns perfectly with our vision for the future.
“As we prepare to welcome our new fleet and transform the experience we have with our customers, we’re confident that PHD’s expertise will help us connect with more spirited travellers.”
Simon Lawson, Managing Director at PHD Melbourne, said: “We’re excited to have commenced our partnership with Spirit of Tasmania.
“Our team is already applying their strategic expertise, supported by Omni – our marketing orchestration platform, to drive passenger growth for this iconic Australian experience.
“With the recent surge of momentum out of PHD Melbourne, we’re energised and ready to deliver on this partnership.”
Spirit of Tasmania is preparing for the arrival of two new purpose-built ships in 2026, which will increase capacity and support its growth plans.
This win comes after PHD and Virgin Australia’s Velocity Frequent Flyer launched a unified Total TV approach for the loyalty program’s latest brand campaign. The partnership aims to reshape how brands connect with audiences using video advertising.
Velocity Frequent Flyer uses Omni Multi-screen Optimiser (MSO), a planning tool developed by OMG, to unify partnerships with major local and global AV platforms through first-party logged-in user data and panel data from VOZ and TV manufacturers to create a single planning system.
The tool lets planners to manage video buys across different AV partners, aiming to maximise attentive reach and frequency. It also includes custom features tailored to each client’s needs.