Tourism Australia and Virgin Australia are to double the value of their current marketing partnership.
Under the new arrangement, the two parties will increase their current joint commitments from AUD6 million to AUD12 million over the next three financial years, on a range of joint marketing activities, including the promotion of major sporting and business events.
The move by Virgin Australia comes after Qantas suspended its funding for Tourism Australia, when Qantas CEO Alan Joyce accused TA chairman, Geoff Dixon – a former Qantas CEO – of being part of a rebel investor group calling for change in the strategic direction of the airline.
Tourism Australia’s global partnership with Virgin Australia will focus on key inbound visitor markets to Australia: the United States, New Zealand, the United Kingdom, Continental Europe and Asia.
Tourism Australia managing director Andrew McEvoy said that the recent bounce back in US arrivals, up four per cent so far this year, was a significant opportunity and would also be a key focus of the additional marketing funds.
The expanded arrangement will feature marketing on traditional and digital media platforms as well as event and sponsorship activities.
by Ian Jarrett
