Virgin jumps in with $12m TA deal

Virgin jumps in with $12m TA deal
By admin


Virgin Australia has taken advantage of Qantas's decision to sever ties with Tourism Australia after signing an expanded marketing deal with the agency.

The parties have doubled their agreement from $6 million to $12 million, to be channelled into a range of promotional activity over the next three years.

It is another coup for Virgin Australia which has wasted no time in filling the void left by Qantas after it took umbrage at the involvement of Tourism Australia chairman Geoff Dixon with a group of individuals briefing against the airline.

Qantas removed its marketing support from Tourism Australia as a result.

Along with the potential commercial benefits of the deal, the move is likely to win Virgin many friends in the tourism industry.

Tourism Australia managing director Andrew McEvoy described the deal as "great news for Australian tourism" with the funds going to the key markets of the US, New Zealand, UK, Europe and Asia.

"Virgin Australia has an international footprint which spans a number of Tourism Australia's key markets," he said. "When you add this to the airline's extensive domestic network, the benefits of strengthening our partnership are both logical and compelling."

Virgin Australia chief executive John Borghetti said: "Both Virgin Australia and Tourism Australia recognise the importance of tourism to Australia's economy and are committed to promoting Australia as a world class destination.

"Thanks to our growing international operations and our recently formed alliances with four of the world's leading airlines, Air New Zealand, Delta Air Lines, Etihad and Singapore, we now have the ability to access international visitors from over 400 cities around the world."

 

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

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