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Tourism Australia and Virgin take to the skies with increased partnership revenue

Australia’s prime tourism agency and one of the country’s largest airlines increase the value of their three year marketing partnership in a bid to attract travellers from the U.S and New Zealand.

Australia’s prime tourism agency and one of the country’s largest airlines increase the value of their three year marketing partnership in a bid to attract travellers from the U.S and New Zealand.

Tourism Australia and Virgin Australia have announced plans to increase the value of their three year marketing partnership to (AUD)$20 million, making Virgin Australia the largest airline partner of the national tourism body.

Both parties will jointly spend more than $10 million during the 2015 Financial Year in a bid to promote Australia to leisure travellers in the United States and New Zealand.

The expansion to the existing three year Memorandum of Understanding (MoU) includes support for Tourism Australia’s recently announced Restaurant Australia campaign, the global Invite the World to Dinner launch event, the Australian Tourism Exchange in 2015 as well as targeted support for Tourism Australia’s business events and international media hosting programs.

Each partner has agreed to contribute $3 million in cash towards joint marketing activities targeting the United States and New Zealand, as well as an additional A$2.1 million each in sponsorship arrangements.

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Pictured: Tourism Australia Managing Director, John O’Sullivan.

Tourism Australia Managing Director, John O’Sullivan, said the latest expansion to its marketing partnership with Virgin Australia was significant, and would further strengthen inbound tourism from two of Australia’s highest volume markets.

“The funding announced brings the total value of our three year marketing partnership to a significant $20 million, making Virgin Australia now our most valuable commercial airline partner,” he said.

“This is a partnership which continues to evolve with Virgin Australia now making significant contributions to Tourism Australia’s global campaigns and marketing activities, as well as some of our industry’s most important trade and business events.”

Virgin Australia Chief Customer Officer Mark Hassell said that the announcement aligns with Virgin’s current level of activity in Australia.

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The partnership will allow Virgin Australia to jointly host major tourism events, putting Australia on the world stage.

“As one of Australia’s largest airlines connecting to more than 450 destinations worldwide, we play a vital role in flying visitors into and around Australia,” he said.

“This is why we continue to invest significantly as the major Australian airline partner of Tourism Australia. We look forward to continuing to take the partnership to new heights in 2015.”

Together, the United States and New Zealand account for more than a quarter for Australia’s international visitors.

Do you believe the increased partnership between Australia’s key tourism body and airline will succeed in further promoting Australia to the U.S and NZ?