Tourism Australia strikes $12m marketing deal with Singapore Airlines

Tourism Australia logoTourism Australia and Singapore Airlines have signed a three year partnership that will see inject another $12 million into marketing Australia to the world.

The deal will fund a range of tourism campaigns and promotions in seven key inbound markets – Singapore, Malaysia, Indonesia, India, UK, Germany and China.

Singapore Airlines will be the exclusive airline partner for all the tourism agency’s Restaurant Australia campaigns in Singapore, India, Indonesia and Malaysia as well as provide international flights for Tourism Australia’s key 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.

Singapore_airlines_logo (1)Tourism Australia managing director John O’Sullivan said: “Singapore Airlines is one of our longest standing airline partners, with a relationship stretching back more than two decades. Over the years, they’ve supported us on some key international campaigns and I’m delighted that this will continue with our latest offering, Restaurant Australia.

“Asia continues to be a powerhouse for Australian tourism. As one of region’s largest international carriers serving all of Australia’s capital cities, Singapore Airlines is a critical airline partner for us as we seek to drive further growth in our international arrivals.”

Singapore Airlines’ executive commercial vice president Mak Swee Wah said that the strategic partnership with Tourism Australia continues to be key in driving inbound tourism.

“As the world competes to attract visitors from key growth markets, Singapore Airlines continues to invest in promoting Australia, building on its long-standing presence and ongoing expansion across the country’s key gateways,” he said.

“Combining Tourism Australia’s marketing prowess with Singapore Airlines network reach remains a winning proposition in key target markets to bring travellers to Australia.”

Steve Jones


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