Tourism Australia and Expedia sign multi-million marketing deal

Rachael Micallef
By Rachael Micallef | 22 July 2015

Tourism Australia and Expedia have signed a multi-million dollar partnership aimed at boosting international travel to Australia over a three year period.

The Memorandum of Understanding (MOU) is the first formal agreement Tourism Australia has with a global online travel agency.

Tourism Australia MD John O'Sullivan said the agreement was focused on driving yield with increased travel bookings.

"Our research shows that our target customers are increasingly turning to online travel agencies when it comes to booking travel which makes Expedia an ideal conversion partner, particularly from our recently revamped website," Mr O’Sullivan said.

"Partnerships are critical to Tourism Australia in terms of us increasing our customer reach, providing cut-through for our destination messaging and, ultimately, making it easier for consumers to plan, book and buy quality Australian tourism products."

The first year of the agreement will be focused on campaign activity in the USA and UK; two of Australia’s highest volume and spending markets. Over the reminder of the three year deal, activity will extend to other markets.

O'Sullivan said the partnership extends beyond marketing to included shared reporting on consumer insight and data analytics.

Expedia Media Solutions global senior vice president Noah Tratt said: "Through our strategic co-operative partnership with Tourism Australia, we look forward to creating collaborative campaigns with our Expedia brand around the world to raise awareness and inspire more visitors to experience the natural beauty, unique cuisine, wonderful wine and so much more that Australia has to offer.”

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