Tourism Australia and Virgin Australia have signed a $6 million marketing partnership aimed at increasing visitation from ten of Australia's key offshore tourist markets.
The two organisations will collectively spend $6 million over the next three year on numerous marketing initiatives, focusing on the USA, New Zealand, United Kingdom, Europe, China, India, Indonesia, Korea, Japan and Singapore.
Marketing activities will include traditional and digital advertising, as well as event and sponsorship activity.
Tourism Australia managing director Andrew McEvoy said: “In today’s global village - with unprecedented destination competition - arrangements such as this with Virgin Australia and their global alliance partners is a massive value-add, and so important to better sell Australia.
“As with previous airline deals, we intend to use our well-established and successful there’s nothing like Australia campaign messaging alongside Virgin Australia’s compelling brand and competitive airfares, to drive bookings and traffic.”
Virgin Australia chief executive John Borghetti said: ““In conjunction with our partners, we have the ability to access international visitors from over 400 cities around the world and provide them with a seamless journey to domestic and regional destinations across Australia. The alliances give us access to both traditional and emerging markets, which aligns with Tourism Australia’s marketing strategy.
“This includes key international growth markets such as Asia and the Middle East, which are forecast to be the two largest contributors to international passenger growth going forward, as well as strong established markets such as New Zealand, the United States and Europe.”
McEvoy said the partnership will help Tourism Australia reach its goal of doubling annual overnight visitor expenditure to $140 billion by the end of the decade.
Follow @AdNews on Twitter for breaking stories and campaigns throughout the day.
Have something to say? Send us your comments using the form below or contact the writer at davidblight@yaffa.com.au
Have something to say on this? Share your views in the comments section below. Or if you have a news story or tip-off, drop us a line at adnews@yaffa.com.au
Sign up to the AdNews newsletter, like us on Facebook or follow us on Twitter for breaking stories and campaigns throughout the day.