Two three-year contracts are up for grabs for global advertising creative services and global media planning and buying services. In the year ending June 2005, Tourism Australia spent £25m (A$60m) on global advertising.
Tourism Australia said that the decision was not a reflection on the performance of UK incumbents Grey London and MediaCom. Grey helped create the current "Australia. A different light" campaign, which features the singer Delta Goodrem, along with TBWA in Sydney.
It comes as several of the tourism body's contracts come up for renewal and after an in-depth strategy session of the new board and senior management, and discussions with Tourism Australia's key regional offices, including London.
Scott Morrison, managing director of Tourism Australia, said: "The decision is part of a broader strategic agenda designed to help TA consistently deliver the Brand Australia message to ensure Australia remains a compelling destination for international and domestic travellers."
The successful agencies will need to have a strong presence in Sydney or Melbourne, Los Angeles, London, Hong Kong, Tokyo and New Zealand, as well as having the capacity to serve markets including China, Germany, France, Italy, Canada, Singapore and India.
Details of the tender requirements can be found at .
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