Tourism Australia has entered into a $10 million marketing contract with Jetstar, in a move aimed at boosting Japanese inbound tourism.
The three-year agreement runs until mid 2014, and will see the two companies commit at least $1.6 million each per year to a range of marketing, digital and social media activities.
The partnership aims to expands Australia’s brand equity in the Asia Pacific region, in countires like China, Indonesia, Malaysia, Singapore, New Zealand, and in particular Japan.
The first $2 million allotment will be directed towards the Japanese market, which used to be Australia’s second highest source market but is now fifth.
Tourism Australia managing director Andrew McEvoy said: “It unlocks real value by leveraging the combined skills, expertise and resources which both our organizations have long demonstrated in Asia. We aim to use our well-established and successful There’s nothing like Australia campaign messaging alongside Jetstar.com to drive bookings and inbound travel.
“Jetstar broke the mould in the Japan market with the launch of their low fare operations to Australia in 2007, which stimulated a new generation of travellers to visit Australia. With Jetstar Japan launching domestic services within the world’s third largest economy in 2012, Australia will become more accessible than ever to holidaymakers from some of Japan’s key cities.”
Japanese tourism brought approximately $1.5 billion into Australia in 2010. There were 350,200 visitor arrivals from Japan in the 12 months to August 2011, a year-on-year drop of 11%. Tourism Australia wants this market to grow to between $2.7 billion and $3.3 billion by 2020.
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