Tourism Australia has announced the appointment of ASAP+ as its’ digital agency in China. ASAP+, who initially developed Tourism Australia’s Chinese website, will now lead the organization’s future digital creative, CX and technology scope of work for the China market beginning in January 2019.

It is reported that a number of international agencies participated in the pitch, included in the pitch process was Digitas who has been appointed to oversee Tourism Australia’s global digital and technology service requirements. China is Australia’s largest inbound market, ASAP+ has been added to Tourism Australia’s agency roster because of their forward-thinking strategy and insights into the digital marketing environment in China as well as globally.

Tourism Australia managing director John O’Sullivan said digital is the real battleground in today's world of destination marketing. “Both Digitas and ASAP+ demonstrated a real understanding of our target customer, both globally and in China, and identified where we can engage most meaningfully with them on their digital journey. They showed us a compelling vision and a clear pathway to execute it," he said.

ASAP+ is a full service digital marketing agency with offices based in Shanghai, London and Sydney. Besides Tourism Australia, its current accounts in the travel industry include Destination Gold Coast, Delta Airlines, Norwegian Cruise Line, and Bicester Village Shopping Collection.