TA-Virgin Australia in marketing tie-up

TA-Virgin Australia in marketing tie-up
By admin

Tourism Australia and Virgin Australia have inked a $6 million marketing deal to boost visitation from 10 of Australia’s key overseas markets.

The memorandum of understanding will see the two parties collectively launch joint marketing activities across traditional and digital media in the US, New Zealand, UK and Europe along with growing Asian markets China, India, Indonesia, Korea, Japan and Singapore.

Tourism Australia managing director Andrew McEvoy explained the tourism body would combine its 'There’s Nothing Like Australia' campaign messaging with Virgin Australia’s brand and airfares to drive bookings and traffic. It has now secured similar relationships with the most of the largest international carriers by capacity serving Australia.

“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,” he said.

Meanwhile, Virgin Australia chief executive John Borghetti said recent alliances with Air New Zealand, Delta, Etihad and Singapore Airlines had cemented the carrier’s position as a “serious player” in the inbound tourism market.

“In conjunction with our partners, we have the ability to access international visitors from over 400 cities around the world,” he said. “The alliances give us access to both traditional and emerging markets, which aligns with Tourism Australia’s marketing strategy.”

Email the Travel Weekly team at traveldesk@travelweekly.com.au


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