Tourism Australia and Singapore Airlines have signed an $11 million marketing deal to promote Australia to key overseas markets.
The three-year agreement follows a similar 2014 deal struck between the airline and agency and will see the parties jointly fund a range of tourism campaigns and promotional activities in China, Germany, India, Indonesia, Japan, Malaysia, Singapore and the UK.
Tourism Australia’s managing director, John O’Sullivan, said Singapore Airlines was an important partner and Changi Airport a vital aviation hub for international tourists travelling Down Under.
“Singapore Airlines has an extensive network across Asia and Europe which aligns closely with key markets targeted by Tourism Australia.
“Working closely with Singapore Airlines extends the reach of Tourism Australia’s campaigns to help convert traveller interest into actual tourism bookings.”
Singapore Airlines will be the exclusive airline partner for all the tourism agency’s Restaurant Australia campaigns in Singapore, India, Indonesia and Malaysia and will provide international flights for Tourism Australia’s Corroboree Europe trade event, which takes place in Adelaide in 2015.
The deal with Singapore Airlines is in line with Tourism Australia’s recent strategy of forging closer marketing ties with international airlines.
Mak Swee Wah, Singapore Airlines’ executive vice president commercial, said: “The extension of this partnership with Tourism Australia will continue to be key in driving inbound travel through our hub in Singapore to this beautiful country.
“We are confident that we can leverage each other’s strengths to attract more visitors from all over the world to Australia.”