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.
Swinburne University of Technology has launched a series of Bootcamp Graduate Certificate courses, developed in partnership with FourthRev. The courses, an Australian-first, will upskill career changers and provide students the capabilities required to thrive in the digital economy. They are available on-campus and through its online arm, Swinburne Online. Alongside completing projects which will emulate […]
PayPal has partnered with Welcome to Country, Australia’s first Indigenous-led not-for-profit marketplace, which showcases businesses that support Aboriginal and Torres Strait Islander communities. Welcome to Country launched in 2019, providing an online platform for Indigenous experience providers across tours, day treks, scenic flights, bush food, festivals, art and cultural experiences. When the pandemic hit, the […]
Former liberal politician and female icon Julie Bishop has further cemented her celebrity status by scoring her very own Barbie doll. According to The Sydney Morning Herald, Barbie creators Mattel, created the Barbie doll in Bishop’s likeness to honour her achievements. Unfortunately, the Julie Bishop Barbie won’t be for sale. Instead, the one-off doll was […]
Full-service digital marketing agency Whitehat Agency has launched its new website and branding, with the end-to-end project delivered by its own team of experienced in-house website designers, developers and UX specialists. After a challenging 2020, Whitehat Agency has experienced a very positive 2021 to date, onboarding nine new clients including The Dog Mum, Handpicked Wines, Compost […]
Award-winning house and land provider, Thrive Homes has launched a new brand campaign to encourage homebuyers worried about the complicated process of building a new home to say 'no' to stress and 'yes' to an efficient, more affordable new home without compromising quality by making 'The Clever Choice' and choosing Thrive.
Fast-growing fintech startup DiviPay has announced the appointment of one of Australia’s most influential and reputable public figures in the accounting world, Trent McLaren, as its head of accounting. The move will enable Divipay to expand its reach into the accounting industry, with the aim of growing its business customer base. DiviPay, Australia’s first virtual […]
Independent agency Adhesive has been appointed the public relations agency of record in Australia for the Domain Group, a leading property technology and services marketplace. The appointment will see Adhesive support PR & communications and campaign media activity for Domain, across consumer, corporate and B2B market remits. Adhesive will work closely with Domain’s in-house communications, […]
Sean Szeps is a gay father and a proud member of the LGBTQIA+ community who believes he does not know enough about those within his community that have different gender and sexual identities to his own. Feeling compelled to explore the unique experiences of every member of the community, Szeps’ new podcast, Come Out Wherever […]