Virgin set to double Tourism Australia cash
Virgin Australia looks set to step into the marketing gap created by Qantas’ decision to cut funding to Tourism Australia.
B&T understands the TA board is in a meeting this morning to finalise the details of the new agreement, which would see Virgin doubling its existing commitment from $6m to $12m over the next three financial years.
Major partner Qantas pulled funding from the tourism body last month after it was revealed TA chairman Geoff Dixon was part of a consortium looking to destabilize the management of the airline.
That move left a $50m gap in funding, which TA is looking to fill with re-inforced alliances with other airlines, with Air New Zealand also thought to be in contention to increase its support.
The body is currently in the middle of what promises to be a protracted pitch process for its lucrative creative account, and earlier this year launched the second string of “There’s nothing like Australia” campaign.
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