Qantas pens Queensland promo partnership
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Qantas has signed a new deal that will see it promote travel to Queensland.
An agreement between the Aussie carrier and the Queensland government will see the two parties jointly invest AU$12 million (US$11m) into a cooperative marketing fund to promote Queensland both in Australia and overseas. The agreement, which will run for three years, more than doubles the value of current joint marketing activities undertaken by Qantas and Tourism & Events Queensland (TEQ).
“This is a milestone marketing agreement and the largest tourism and events airline partnership in the state’s history,” said Queensland’s minister for tourism, major events, small business & Commonwealth Games, Jann Stuckey.
“Qantas’ strong international brand and premium product and service make it an ideal partner to promote Queensland’s tourism destinations from the Gold Coast to the Great Barrier Reef and many others to the world.”
The agreement will see Queensland promoted through a range of marketing activities, including advertising, marketing and publicity campaigns, trade shows and events, and digital and social media promotions. Details of the first joint campaigns are currently being finalised and are expected to commence later this year in several overseas markets.
The Queensland announcement follows a similar deal between Qantas and New South Wales, and the airline said it is in “advanced” discussions with other states. This follows the breakdown of relations between Qantas and Tourism Australia late last year, in a row over interference in the airline’s affairs by the tourism board’s chairman – and former Qantas CEO – Geoff Dixon.
Since this time, Tourism Australia has embarked on a series of marketing campaigns with Virgin Australia, including the recent ‘Best Jobs in the World’ initiative.
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