Tourism Australia and Virgin Australia have signed a strategic $6 million marketing MoU aimed at boosting visitation from key overseas markets.
Under the arrangement, the two parties intend to collectively spend $6 million over the next three years on a range of joint marketing activities focusing primarily on the USA, New Zealand, UK, Continental Europe and the Asian markets of China, India, Indonesia, Korea, Japan and Singapore.
The arrangement will include marketing on traditional and digital media platforms as well as event and sponsorship activities, principally targeting the United States.
Tourism Australia managing director Andrew McEvoy said, "Neither Tourism Australia nor the airlines alone can do all the heavy lifting to promote affordable and ‘must now’ travel from overseas visitors to our country.
“In today’s global village – with unprecedented destination competition – arrangements such as this with Virgin Australia and their global alliance partners is a massive value-add, and so important to better sell Australia."
Virgin Australia CEO John Borghetti said as a result of the airline’s growing international operations and recently formed alliances with Air New Zealand, Delta Air Lines, Etihad Airways and Singapore Airlines, "Virgin Australia is now a serious player in the inbound tourism market".
