Qantas and Tourism Australia have signed a $20 million, three-year deal to promote Australia to the rest of the world, with a focus on the United States, Asia, the United Kingdom and Europe. The campaign will play heavily to digital marketing, with joint campaigns also being supported by PR, social media and trade activities, including data sharing to better reach customers considering a trip down under.
Qantas Group CEO Alan Joyce and Tourism Australia managing director John O’Sullivan signed the deal today, with Joyce saying Qantas’ investment with Tourism Australia was about continuing the momentum of the tourism boom.
“Both Qantas and Tourism Australia want the same thing – a strong tourism industry that makes Australia the first choice for people all over the world. With tourism both to-and-within Australia on the rise, it’s the ideal time for us to join forces once again,” said Joyce.
“This new investment builds on the marketing we already do and our partnerships with state and territory governments to put Australia’s best foot forward.”
In the past year alone Qantas flew more than three million international visitors to Australia – more than any other airline – helping drive a double digit percentage increase in tourists from Asia, in particular.
O’Sullivan, said he was extremely pleased to have a formal multi-year agreement with Qantas once again.
“When you consider the nature of our respective businesses, this is a deal which just makes sense – for Tourism Australia, for Qantas and, most of all, for Australian inbound tourism. The shared resources this agreement brings together are considerable and we’re very excited about the opportunities that lie ahead to grow international inbound traffic and increase regional dispersal,” he said.
“The plans we have around data sharing are particularly exciting, allowing us to be more efficient and effective with our advertising but also enabling us to provide consumers with a much more relevant and personalised online experience.”
Qantas invests more than $80 million in promoting Australia to the world. In addition to the new partnership with Tourism Australia, this contribution to tourism promotion includes marketing partnerships with New South Wales, Queensland, Victoria, Western Australia, Tasmania and Northern Territory marketing agencies.
This is over-and-above Qantas’ direct advertising and owned media activity across its global network.