After securing a $28 million deal with NSW’s tourism leaders, Qantas has turned its attention slightly north, with a three-year deal to promote Brisbane and Regional Queensland.
The Flying Kangaroo has agreed to a joint investment of $9.78 million with Tourism and Events Queensland (TEQ) to market the Sunshine State to the world – specifically key international markets Asia, US, New Zealand the UK.
As part of the agreement, both parties will focus on destination and event marketing through joint marketing and advertising campaigns on digital and social media, there’ll also be public relations activities and trade and media visits.
Queensland Minister for Tourism and Major Events Kate Jones said the agreement will help promote the message of Queensland as a premier tourist and major event destination in Australia.
“This in turn will maximise the economic impact of visitors to Queensland and create local jobs.”
Queensland Minister for Tourism and Major Events Kate Jones
Over the last three years, inbound tourism to Queensland has spiked as a result of the low Australian dollar.
Visitor numbers from markets like Hong Kong, China and the US are at record highs, while arrivals from Asia have doubled compared to 2013.
Qantas International’s CEO, Gareth Evans, said this increase in international visitors makes it “a really exciting time” for Qantas to invest in the state.
“We know that online and social media campaigns are really effective at inspiring more people to travel to Australia, so that will be a big part of our focus.”
Gareth Evans, Qantas International CEO
Qantas and TEQ are currently finalising details of joint digital campaigns under the new partnership, which are expected to commence later this year in multiple overseas markets.