Tourism Australia is boosting investment in the lucrative Asian tourism market, with a three year marketing partnership with Singapore Airlines, worth $12million.
The new Memorandum of Understanding (MOU) builds on an existing agreement between Tourism Australia and Singapore Airlines worth $2m over three years. Tourism Australia MD John O'Sullivan told AdNews that the new tie-up makes Singapore Airlines Tourism Australia's second largest aviation partner.
Tourism Australia recently expanded its MOU with Virgin Australia to $20 million over three years, in a bid to ramp up numbers of tourists from America and New Zealand.
“The new agreement ranks at 2nd behind our deal with Virgin Australia so it's obviously a very big partnership in its own right in terms of the aviation category,” O'Sullivan said.
“Singapore Airlines has a very good market presence, particularly in Singapore, India and out of Europe: from that point of view it provides us with a very big global footprint. It has got great frequency into Australia too.”
The agreement will see both Singapore Airlines and Tourism Australia jointly fund a range of tourism campaigns in seven of Australia's key inbound markets: Singapore, Malaysia, Indonesia, India, UK, Germany and China.
Specific campaigns earmarked for collaboration include all Restaurant Australia campaigns in Singapore, India, Indonesia and Malaysia and The Australian Tourism Exchange in 2015.
O’Sullivan said its media agency OMD in collaboration with Singapore Airline's media buying agency would handle that side of the campaign. However, its creative agency, Clemenger BBDO Sydney, would continue working on the creative to ensure “consistency of voice” on how Australia is taken to the wider market.
In terms of the media split, O'Sullivan said Tourism Australia will work with Singapore Airlines on a campaign by campaign basis at the start of each year of the partnership to work out the budgets but said it will be mainly split between digital and print.
“The focus has predominantly been on digital advertising because it just provides such great cost cut through and it represents great value for money. We've also used significant amounts on print which is quite strong in certain Asian markets,” O'Sullivan said.
“In the past we've done that across all forms of media whether that is out of home, television or cinema so it's pretty flexible in terms of how that is applied.”
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