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Qantas signs $30m deal partnership with NSW government

Qantas1Qantas has announced a $30 million three year partnership with the NSW government to promote Sydney and New South Wales.

The deal comes just six months after the airline abruptly severed ties with national body Tourism Australia, because the airline said it was concerned the tourism body’s chairman – ex-Qantas boss Geoff Dixon – was attempting to destabilise the company.

In announcing the deal today Premier Barry O’Farrell said the deal would see Qantas match the state government to attract international vistors to Sydney.

“This partnership with Qantas is the cornerstone of our strategy to increase tourism to NSW, providing a boost to our economy and helping to create more jobs,” said O’Farrell.

Qantas has also touted the deal with state body Destination NSW as the largest ever deal between the airline and a state government.

“Sydney is the gateway to Australia with more than 50 per cent of all international visitors to Australia arriving at Sydney Airport so it’s fitting this is the largest partnership we have ever entered into with a State Government,” said Alan Joyce, CEO of Qantas.

The partnership will see the NSW Government and Qantas invest $15 million each over the three years on international advertising and marketing campaigns, marketing activities, major events and joint public relations activities. These campaign will also include  a strong focus on digital in particular online and social media.

Destination NSW and Qantas said they are finalising preparations for an initial joint campaign across multiple markets, which are expected to commence in September.

The partnership will also have a domestic element, aimed at encouraging Australians to visit NSW and the regions for business and leisure travel.

Despite last year’s falling out, Tourism Australia told Mumbrella it welcomed the deal.

“Any deal that guarantees more money for Australian inbound tourism is to be applauded, and hopefully we’ll see Qantas announce more deals like this, involving all states and territories,” said Andrew McEvoy, Tourism Australia managing director.

“Tourism Australia, for its part, will continue to aggressively market Australia globally, working closely and cooperatively with partners, including 20 airlines, the States and Territories, international distribution and Australian industry.”

Nic Christensen

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