Virgin, Tourism Australia boost marketing partnership
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Virgin Australia and Tourism Australia have committed to a major expansion of their marketing partnership, which is aimed at boosting inbound tourism to Australia.
Under the new arrangement, the two parties will boost their combined funding to AU$8 million (US$7.5m) for the 2014-15 financial year – double the previous level of investment agreed upon 12 months ago. This new commitment takes the total value of the three-year partnership to AU$16m.
The additional funds will be used in marketing and promotion activities in Australia’s key inbound visitor source markets.
“Over the past two years we have worked closely to launch a number of progressive and innovative marketing campaigns in key international markets,” said Virgin Australia’s chief customer officer, Mark Hassell. “We look forward to working with Tourism Australia to continue to grow inbound tourism from… key global markets.”
Previous joint campaigns undertaken by Tourism Australia and Virgin include the ‘Best Jobs in the World’, Dreamtime and the Australian Tourism Exchange.
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