You could call them the original Katy Perry and Taylor Swift for making headlines over a very public fallout back in 2012, which ultimately ended a long and beneficial relationship.
However, unlike the pop stars, they’ve made up!
Four years after calling it quits and pulling the plug on their 40-year marketing agreement, Tourism Australia and Qantas are ready to put aside their differences to boost tourism together once again.
Look at that picture above of Qantas’ Alan Joyce and Tourism Australia’s John O’Sullivan, they’re practically besties. It’s a far cry from the 2012 quarrel when Joyce apparently decided to walk away from the tourism body allegedly because the former Qantas CEO and then Tourism Australia Chairman, Geoff Dixon, had sided with a group of investors who wanted to change the Flying Kangaroo’s strategic direction.
That was back when the airline had posted its first financial loss in 17 years and was only beginning to develop a recovery plan.
O’Sullivan’s decision created a little bad blood with Joyce, which looked a little like today’s Tay Tay and Perry split.
But this week, the airline and tourism bureau waved a white flag (figuratively) and shook hands (literally) over a new three-year $20 million deal to promote Australia to key markets including Asia, the US and Europe.
The agreement follows Qantas’ similar multi-million dollar arrangements with tourism leaders in NSW and Queensland last month.
So where did all that bad blood go?
Well, according to Joyce, “both Qantas and Tourism Australia want the same thing”, which is to make Australia the first choice for international holidaymakers.
So it makes sense for them to work together than apart.
“With tourism both to-and-within Australia on the rise, it’s the ideal time for us to join forces once again.”
Alan Joyce, Qantas CEO
“This new investment builds on the marketing we already do and our partnerships with state and territory governments to put Australia’s best foot forward.”
O’Sullivan was equally as excited to be back in Qantas’ good books, saying the deal makes sense for the two companies and for Australian inbound tourism”.
“The shared resources this agreement brings together are considerable and we’re very excited about the opportunities that lie ahead to grow international inbound traffic and increase regional dispersal.”
John O’Sullivan, Tourism Australia Managing Director
Digital marketing will be a main focus of the new agreement, which will be supported through PR, social media and trade activities
According to O’Sullivan, plans around data sharing are “particularly exciting” because it will allow them to be more “efficient and effective” in advertising and providing consumers with relevant and personalised online experiences.
Side note: has Alan Joyce been working out? Looking very handsome sir.
