SIA expands ties with Tourism Australia
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Singapore Airlines has penned a new three-year marketing deal with Tourism Australia, worth AU$12 million (US$10.3m).
The agreement will see the two parties jointly fund a range of tourism promotion campaigns, focusing on some of Australia’s key source markets, including of Singapore, Malaysia, Indonesia, India, China, Germany and the UK.
SIA will now become the exclusive airline partner of Tourism Australia’s F&B campaign, ‘Restaurant Australia’, in Singapore, Malaysia, Indonesia and India. It will also provide flights for the tourism board’s trade event, Corroboree Europe, which takes place in Adelaide in 2015.
“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,” said Mak Swee Wah, SIA’s executive vice president of commercial.
“Combining Tourism Australia’s marketing prowess with Singapore Airlines’ network reach remains a winning proposition in key target markets to bring travellers to Australia. Leveraging the opportunities presented across Europe and Asia in partnership with Tourism Australia enables us the reach better conversion rates and cement Singapore as the optimal gateway hub to Australia.”
Tourism Australia’s managing director, John O’Sullivan, added; “Asia continues to be a powerhouse for Australian tourism. As one of the region’s largest international carriers serving all of Australia’s capital cities, Singapore Airlines is a critical partner for us as we seek to drive further growth in our international arrivals.”
The extended tie-up with SIA follows the recent expansion of Tourism Australia’s marketing partnership with Virgin Australia, which will concentrate on New Zealand and the US.
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