Tourism Australia does it again, this time with Etihad
Tourism Australia and Etihad Airways have deepened their strategic marketing partnership with a significant increase in joint funding for the promotion of tourism to Australia in overseas markets.
The pair have officially doubled the total value of the original three-year agreement from AUD$6 million to AUD$12 million.
This additional funding covers a range of joint marketing activities, including support for Tourism Australia's Restaurant Australia campaign, its international media hosting program, Australian Tourism Exchange, and targeted business events in the UK and Europe.
The partnership also has plans to launch a major broadcast initiative in the UK, beginning in early 2015.
One of the first initiatives funded under the expanded agreement was the recent UK launch of Tourism Australia's Restaurant Australia campaign, where Australia House in London was transformed into an Australian-themed 'pop up' restaurant.
The airline's support for Restaurant Australia continues this week when it will fly more than 20 of the world's top food and wine influencers to Australia to take part in the campaign finale, which involves an Australia-wide media famil and gala dinner at MONA in Tasmania.
Tourism Australia’s managing director John O’Sullivan said the airline was continuing its expansion into the Australian market, as evident with the recent Perth launch and decision to deploy one of its first Airbus A380 aircraft between Abu Dhabi and Sydney.
"The work we've done so far with Etihad Airways has proved extremely successful for both parties, including targeted marketing campaigns in the UK, Germany and France, as well strong support for key Australian trade events such as this year's Australian Tourism Exchange (ATE14), held in Cairns,” he said.
Similarly, Etihad Airways’ president and CEO James Hogan said that Australia’s appeal to tourists, particularly from the UK and Europe, contributed to its operations in the country.
"The partnership with Tourism Australia has delivered some innovative campaigns and strong passenger numbers over the past 12 months, and our decision to invest more in marketing Australia is driven by a desire to continue this momentum,” Hogan said.
"We are delighted to have an aspirational platform such as Restaurant Australia as the basis of our continuing investment in Australian tourism and as a showcase for our own award-winning guest experience."
Email the Travel Weekly team at traveldesk@travelweekly.com.au
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