Tourism Australia teams up with Expedia
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Tourism Australia has signed a new three-year partnership with Expedia, aimed at developing marketing campaigns and content to increase international travel to Australia.
The new Memorandum of Understanding represents the first formal agreement between Tourism Australia and a global online travel agency.
“Expedia is one of the world’s leading travel companies with 20 years’ experience of generating travel sales. It’s this expertise and impressive track record we are excited to be tapping into through this exciting new partnership,” said Tourism Australia’s managing director, John O’Sullivan.
“Our research shows that our target customers are increasingly turning to online travel agencies when it comes to booking travel which makes Expedia an ideal conversion partner, particularly from our recently revamped australia.com website.”
The two parties will now work on joint campaigns to raise awareness of Australia in international markets. The first year of the agreement will focus on the USA and UK, with additional markets to be added over the course of the three-year deal.
O’Sullivan said that the partnership would extend beyond marketing to also include shared reporting on consumer insights and data analytics.
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