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Tourism Australia’s Gold Sponsor – Singapore Airlines

November 13, 2013 Headline News, Tourist Boards No Comments Email Email

egtmedia59Tourism Australia has appointed Singapore Airlines as the second airline partner and gold sponsor for Dreamtime 2013, Tourism Australia’s signature activity for the growing business events market.

Virgin Australia was announced as platinum sponsor for the event last month.

The appointment of SIA fits in well with the Virgin appointment, but it’s a big shift from a couple of years back. In 2011, the publicity blurb for Dreamtime stated: “Qantas Airways is the exclusive airline partner of Dreamtime 2011 and has been the airline partner for all previous Dreamtime Mulia-Balievents.”

Not any more. Qantas ended its marketing partnership with Tourism Australia after the well-publicised rift last year between Qantas chief executive Alan Joyce and Tourism Australia chairman Geoff Dixon. It concerned Dixon’s support for a group of investors who opposed the direction in which Joyce planned to take the airline.

Tourism Australia is a major spender on airlines. It will spend AUD 100 million with more than 20 airline partners over the next three years, managing director Andrew McEvoy confirmed, as it continues to significantly leverage its international marketing effort with key carriers serving Australia. The latest move brings Singapore Airlines close to the Australian Government’s prime tourism marketing body.

Singapore Airlines will provide flights for Dreamtime 2013 attendees from key South East Asian markets, including Hong Kong, India, Malaysia, Indonesia, and Singapore, as part of the sponsorship.

Dreamtime 2013 will see approximately 100 international business events decision buyers and media converge on Melbourne next month from 9 to 13 December to experience Australia’s capabilities for doing business. The comprehensive business program and networking events hosted by the Melbourne Convention Bureau will be followed by three days of educational visits to various locations around Australia (Adelaide, Cairns, Gold Coast, Sydney and Uluru).

Tourism Australia managing director Andrew McEvoy said Singapore Airlines is

one of its longest standing airline partners and has been helping to promote travel to Australia for over 45 years.

“With their extensive network and established presence in many of our key markets, particularly within South East Asia, Singapore is an ideal airline partner for us to be working with to help bring about another successful Dreamtime 13,” McEvoy said.

“We have worked closely with Singapore Airlines for some years now developing strong campaigns and activities that successfully market Australia, and having the airline so closely involved in this year’s Dreamtime presents another great opportunity to continue this great collaboration.”

Singapore Airlines Regional Vice President South West Pacific, Subhas Menonsaid support for Dreamtime 13 reflects the airline’s ongoing efforts to promote travel to Australia.

“Singapore Airlines continues to position itself as the carrier of choice to Australia with ongoing increases in capacity and service upgrades, as recently evidenced in the Dreamtime 13 host city Melbourne, with the opening of a newly expanded lounge to coincide with our fourth daily service,” Menon said.

“We look forward to playing our part as a key partner to Tourism Australia and attracting international events to Australia.”

Written by : Peter Needham

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