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

airlines

Latest News

  • Aviation

Low-cost Indian carrier SpiceJet continues to burn cash

It’s not just low-cost Australian carriers that are facing hardship. SpiceJet, India’s version of Bonza, recently announced a 72 per cent reduction in its net loss versus last year. But, despite this improvement, the airline has posted losses for six straight years. But it has secured board approval to raise up to INR 30 billion […]

  • Attractions

SAKA Museum recognised in TIME magazine’s World’s Greatest Places 2024

AYANA Resort Bali’s newly-opened cultural and events centre, SAKA Museum has been recognised in TIME magazine’s World’s Greatest Places list for 2024. Part of AYANA Bali’s resort destination, the museum integrates Bali’s rich history with state-of-the-art facilities, making it the centrepiece for the island’s spiritual and cultural heritage. TIME magazine’s inclusion of SAKA Museum in […]

  • Cruise

Silversea taps Barbara Biffi as senior vice president for global sales

Ultra-luxury and expedition cruise travel brand, Silverseas, has announced Barbara Biffi as its new senior vice president of global sales. Biffi joined the company in 2007, holding numerous positions and gaining a deep understanding of the brand, the preferences of its guests and its strategic goals, the company said. An Italian national with a wealth […]

  • Technology
  • Travel Agents

Amadeus welcomes FCM Travel as new reseller partner of Cytric Easy

Cytric Easy, the travel management tool embedded in Microsoft Teams, is to be integrated into FCM Travel portfolio. Amadeus and FCM Travel have extended their Cytric distribution agreement to include Cytric Easy. With this new agreement, global travel management company FCM Travel, becomes a reseller of the innovative travel management collaboration solution embedded into Microsoft […]