Qantas has taken the total joint investment in tourism to $72 million over three years following its latest deal, a $12 million tourism cooperative agreement to market Victoria as a holiday destination internationally and within Australia.
The agreement follows similar deals between Qantas and New South Wales, Queensland, Western Australia, Tasmania and the Northern Territory.
Qantas began doing deals with state agencies after a fall-out with Tourism Australia over the role of chairman and former
Qantas boss Geoff Dixon and his consortium, who reportedly sought to influence Qantas strategy and drive a leadership change.
The joint marketing agreement with Victoria will target visitors from the United Kingdom, United States, Singapore, Indonesia, Hong Kong, China, New Zealand and Australia.
The partnership will include campaigns in key international markets including advertising special airfares and promotions around major events and activities.
The agreement will also have a strong focus on digital platforms including online and social media.
