Virgin steps up presence in new Tourism Australia deal
Virgin Australia has swooped in to become the largest airline partner of Tourism Australia, signing a joint-deal to increase the value of its three-year marketing partnership to $20 million.
According to the national tourism body, both partners plan to jointly spend more than $10m during 2015 Financial Year promoting Australia to leisure travellers in the United States and New Zealand. Each entity has agreed to contribute $3m in cash towards joint marketing activities, as well as an additional $2.1m each in sponsorship arrangements.
Qantas severed ties with Tourism Australia in 2012, ending a 40-year partnership with the airline accusing chairman Geoff Dixon of trying to “unravel” the airline’s structure and direction, the Herald reports. The airline has since chosen to partner with state-based tourism bodies.
The expansion to the Memorandum of Understanding includes support for Tourism Australia's recently announced Restaurant Australia campaign, the global Invite the World to Dinner launch event, the Australian Tourism Exchange in 2015 as well as targeted support for Tourism Australia's business events and international media hosting programs.
Tourism Australia managing director, John O'Sullivan, said the expansion to the three-year deal would further strengthen inbound tourism from two of Australia's highest volume markets.
"The funding announced brings the total value of our three year marketing partnership to a significant $20m, making Virgin Australia now our most valuable commercial airline partner.
"This is a partnership which continues to evolve with Virgin Australia now making significant contributions to Tourism Australia's global campaigns and marketing activities, as well as some of our industry's most important trade and business events," he said.
As part of the expanded deal, Virgin Australia will become Tourism Australia's exclusive airline partner on all Restaurant Australia campaigns in the US and New Zealand for 2014 and 2015, as well as receive sponsorship recognition at a number of Tourism Australia events and activities.
"As one of Australia's largest airlines connecting to more than 450 destinations worldwide, we play a vital role in flying visitors into and around Australia. This is why we continue to invest significantly as the major Australian airline partner of Tourism Australia,” Virgin Australia chief customer officer, Mark Hassell said.
"The expanded partnership announced today will allow Virgin Australia to jointly host major tourism events putting Australia on the world stage and showcasing the airline and our service to important international visitors, influencers and decision makers. We look forward to continuing to take the partnership to new heights in 2015."
The United States and New Zealand jointly account for more than a quarter for Australia's international visitors.
Email the Travel Weekly team at traveldesk@travelweekly.com.au
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