Saatchi & Saatchi Melbourne wins Visit Victoria business

Visit Victoria has appointed Saatchi & Saatchi Melbourne as its lead creative and strategy agency.

Saatchi & Saatchi will work with Visit Victoria to "evolve its entire marketing ecosystem and approach", with an eye toward being more inspirational, more targeted, and more progressive, the companies said.

• Related: We recently took a detailed look at Visit Victoria's efforts in an interview with marketer Nicki Kenyon: See "How a responsible marketer measures the unmeasurable". 

The win follows a competitive process in which the agency demonstrated strengths in integrated marketing, digital and data while promising "impossible outcomes through the alchemy of creativity, intelligence and technology", according to a release.

Mark Cochrane, Saatchi & Saatchi Melbourne's MD said the agency, which launched in Melbourne four years ago, had an ambition be connected to, and add to, the culture of the city and the state. "Now 55 strong here in South Melbourne, we are excited to be given the opportunity to work with Visit Victoria, and to tell stories about the place we call home,” he said.

Visit Victoria CEO Peter Bingeman acknowledged outgoing creative agency Clemenger BBDO for eight years of work including the 'Wander Victoria', 'Your Happy Space' and 'A Twist at Every Turn' campaigns.