Tourism Australia has expanded its marketing partnership with Etihad Airways.
Under the new arrangement, the two parties will increase their joint spending in 2014-15 for what is being billed as their “strongest ever push to promote Australia to international leisure and business travellers”.
This doubles the value of the partners’ original three-year deal – a AU$6 million (US$5.2m) marketing agreement signed in December 2013.
The additional funding will covers a range of joint marketing activities, including support for the Restaurant Australia campaign, an international media hosting programme, the Australian Tourism Exchange, and targeted business events in the UK and Europe.
“Etihad Airways is one of Tourism Australia’s most important aviation partners, playing a critical role feeding traffic to Australia’s key gateways, via the airline’s Abu Dhabi hub,” said Tourism Australia’s managing director, John O’Sullivan.
“The work we’ve done so far with Etihad Airways has proved extremely successful for both parties, including targeted marketing campaigns in the UK, Germany and France, as well strong support for key Australian trade events such as this year’s Australian Tourism Exchange, held in Cairns.
“Etihad Airways may be relatively young but is growing very quickly, with aggressive expansion plans which include Australia, where the airline already enjoys a strong presence. We very much look forward to extending this positive and mutually beneficial working relationship,” O’Sullivan added.
The move continues Tourism Australia’s recent expansion of its airline partnerships. The tourism board has also increased the value of its joint marketing initiatives with Virgin Australia and Singapore Airlines to target key visitor source markets such as New Zealand, Australia, China, India and Indonesia.