What you need to know:

• Tourism Central Australia has named Atomic212° to its media strategy, planning and buying account after a pitch.
• The account is effective immediately and adds to two other recent wins: Audika and Pet Circle.

Tourism Central Australia (TCA) has appointed Atomic212° to its media strategy, planning and buying account after a competitive pitch, effective immediately.

The account adds to a series run by the agency out of its Darwin office, including Northern Territory Government, Charles Darwin University, and Darwin Turf Club & Silks.

TCA has a campaign encouraging Australians to ‘Get Out There’ that Atomic212° will be involved in. The organisation’s CEO Danial Rochford said Atomic212° understood the challenges with the brief.

“Through a data driven approach and strategic insights, Atomic 212° delivered an integrated media approach with outstanding media value that will ensure the results will be delivered,” he said.

“Central Australia's unique offering will be firmly solidified as one of the best places to see in Australia.”

Atomic212°’s Darwin General Manager, Damien O’Brien, said he looked forward to helping the region recover after a tough period. The agency’s chairman, Barry O’Brien, said TCA is a leader and a rewarding partner to work with as they’re open to new ways of working.

The project included funding from the Australian Government under its Recovery for Regional Tourism Program, part of the $1 billion Covid Relief and Recovery Fund.

Atomic212° has also won accounts for Audika and Pet Circle.