Virgin Atlantic targets Aussies
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Virgin Atlantic, VisitBritain and London & Partners have teamed up to jointly approach the Australian tourism market, aiming to bring more Australians over to the UK.
The push, which is running under the banner of ‘Flying in the face of ordinary’ will feature a campaign across online, offline and TV channels.
“Last year was a record year for Virgin Atlantic on the Kangaroo route, said Luke Fisher … our passenger numbers travelling through to the UK increased by more than 20,000 people and we saw a marked improvement in our market share to London and New Zealand,” said Luke Fisher Virgin Atlantic general manager Australia.
The company also says that the Australian market has gone from strength to strength, with spend increasing by around 52%.
Since 2008 over three million Brits visited the country.
July Chappell London & Partners director consumer marketing and digital channels: “The kangaroo route has brought many millions of Australian residents to London since the 1930’s and last year Australia was London’s 4th biggest market for tourism expenditure, generating £470 million and the 7th biggest visitor market with 600,000 visitors coming to London from Australia.”
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