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Tourism Oz and Virgin boost funds to back their pact

May 14, 2014 Corporate, Headline News No Comments Email Email

egtmedia59Tourism Australia and Virgin Australia will boost their annual partnership for financial year 2014/15 to AUD 8 million, doubling the funding level agreed 12 months ago and taking the total value of the three-year partnership to up to AUD 16 million.

The additional funds, announced yesterday at ATE14 in Cairns, will support the partnership’s overall focus on key inbound visitor markets to Australia.

The deal reinforces the position of Virgin Australia and its partner Etihad as partners with Tourism Australia. Coles-Training_250X250px

Qantas was preferred partner at ATE and its predecessor for some 35 years, but after a well-publicised rift in 2012, Qantas declined to tender to become Tourism Australia’s preferred airline partner for ATE14.

Qantas is instead partnering with state tourism organisations, signing cooperative marketing agreements with STOs like Tourism NSW and Tourism Queensland.

Virgin Australia chief customer officer Mark Hassell said yesterday that Virgin Australia and Tourism Australia had worked closely on “a number of progressive and innovative marketing campaigns in key international markets including our recent digitally led ‘Someday’ competition in the United States, which attracted close to half a million entries”.

Tourism Australia managing director, John O’Sullivan, said the extension of its marketing agreement with Virgin Australia meant significant extra dollars would be put towards promoting Australian tourism within some of its traditional overseas markets.

“We are very much looking forward to building on an already successful partnership which, last year, saw the launch of our biggest ever airline partnership in the US with the ‘Someday’ campaign, but also included Virgin Australia providing strong support for ‘Best Jobs in the World’, Dreamtime and, of course, ATE14, as our platinum airline sponsor.”

Key partnership highlights:

  • May 2012: Three year partnership launches to the value of $6million.
  • December 2012: Partnership doubles in value to $12million.
  • March 2013: ‘Best Jobs in the World’ campaign launches.
  • December 2013: Dreamtime event held in Melbourne, showcasing business events in Australia to 100 international business decision makers and media.
  • April 2013: ‘Someday’, highest value joint US campaign launches.
  • May 2014: Australian Tourism Exchange, promoting Australia to 600 delegates from nearly 40 countries.

Written by : Peter Needham and video by John Alwyn-Jones

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