Sydney-based advertising agency Jim Jam Ideas Pty Ltd (Jim Jam) has been selected as the successful agency for Tourism Tasmania’s creative advertising contract for the next three years.

Tourism Tasmania CEO Tony Mayell said Tourism Tasmania’s previous advertising contract with Whybin TBWA expired on 1 July, and the appointment of Jim Jam concludes a highly-competitive and intensive two-stage tender process that started in March 2012.

“We were looking for an agency that would become a partner in our marketing efforts, and be able to develop break-through ideas and create impactful campaigns.

 “Basically, we want to keep Tasmania high on the shopping list of potential visitors, and in such a competitive travel market, we needed to be able to stand out from the other destinations.

“The main focus for Jim Jam over the coming months will be to translate the state’s new destination brand work into an advertising style and a creative approach that we can use in a consistent way to promote Tasmanian tourism over the next few years.

Mr Mayell said Jim Jam was selected from a field of 38 agencies that submitted expressions of interest for Tourism Tasmania’s creative advertising account.

“Their creative talents and their ability to collaborate with clients and media agencies saw them secure the highest rating in the tender process.

“They provided the greatest insights into Tasmania’s potential tourism customers and applied these insights to their creative work.

“They also demonstrated the strongest and most considered insight into the challenges and opportunities of bringing people to Tasmania.

Jim Jam’s Managing Director, Stephen Giderson said they were absolutely delighted to have been awarded the contract to service Tourism Tasmania.

 “We strongly believe Tasmania is one of the most unique and wonderful destinations in Australia, and we look forward to helping Tourism Tasmania to share its story and give people reasons to holiday on the island state,” he said.

Mr Mayell said that Tasmania’s tourism sector is operating in a highly competitive marketplace.

“The prevailing economic conditions mean that Australia’s and Tasmania’s tourism sector will continue to face a challenging future.

“In that environment, we need to make sure potential visitors continue to look at holidaying in Tasmania.

“By securing the services of Jim Jam for our creative advertising, we are drawing on their knowledge and talents to help build a strong and sustainable local tourism industry and create jobs for Tasmanians.”

Jim Jam is based in Woollahra Sydney and is a small boutique agency. Their current clients include the Australian National Maritime Museum, Macquarie Bank and Travel Concierge Sydney Airport.