Tourism Australia and Emirates are set to roll out a three-year major marketing push to promote Australia overseas, with spend to exceed $14 million.
The joint marketing activities, announced in Canberra this week, will focus on boosting local tourism from key countries including the UK, Germany, France, Italy and New Zealand.
The deal will feature activity across traditional and digital media platforms, supported by events and sponsorships. It will aim to build on Tourism Australia's $250 'There's Nothing Like Australia' campaign.
Tourism Australia managing director Andrew McEvoy said: "Tourism Australia has worked with Emirates on local cooperative marketing activities across individual markets for some years now, and very successfully so, linking Australia’s visitor appeal with the airline's extensive schedule and internationally recognised and well respected brand.
“Both parties have agreed there is now a need for a more strategic, longer term agreement to more effectively market Australia to Emirates’ extensive global customer base, in particular throughout Europe where the airline is so well established."
McEvoy pointed to the airline's recent expansion of its Australian network and said its proposed 10-year commercial tie-up with Qantas could boost local tourism. The partnership is currently being considered by the Australian Competition and Consumer Comission (ACCC).
He also said the deal heightens the likelihood of the company reaching its 'Tourism 2020' goal of doubling annual overnight visitor expenditure to $140 billion dollars.
McEvoy added Tourism Australia was interested in working with state and territory bodies to achieve a unified voice for local tourism.
“Under the new marketing partnership, and in line with our continuing efforts to have our tourism industry speak with ‘one voice’ in the international marketing of our country, Tourism Australia will seek to work with those of our State and Territory partners who already have agreements in place with Emirates."
Emirates’ senior vice president of public, international, industry and environmental affairs, Andrew Parker, said: “Our $14.3 million partnership with Tourism Australia takes the airline’s investment in ‘destination Australia’ to the next level. This is the largest investment Emirates has ever made with a global tourism body, highlighting our commitment to Tourism Australia’s strategy for attracting global travellers.”
A Tourism Australia spokesperson told AdNews the campaign's creative is currently being finalised.
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