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Victoria signs tourism promotion pact with Qantas

October 11, 2013 Destination Global, Headline News No Comments Email Email

egtmedia59Victoria has signed a partnership with Qantas worth AUD 12 million, which the Australian state expects will provide significant tourism benefits.

The new deal will promote Melbourne and Victoria across the airline’s extensive global network.

Victoria’s Minister for Tourism and Major Events, Louise Asher, has announced said the partnership with Qantas represented a huge opportunity for Victorian tourism, especially in accessing target consumers in global markets.  250x250

“Tourism contributes AUD 19.1 billion to Victoria’s Gross State Product and employs over 200,000 Victorians,” Asher said.

“Partnerships such as this help drive more tourists to our events, attractions, hotels and restaurants, creating more jobs and generating greater economic benefits for the state.”

Asher said the new partnership was in addition to cooperative marketing activity between Qantas and the Victorian Coalition Government, to promote the 2014 Formula 1 Australian Grand Prix.

“Qantas is the largest airline to service Melbourne with 1200 flights in and out of the city each week.  As Australia’s major international carrier it is in an unrivalled position to join with us to promote Melbourne to major international markets, as well as promoting our state’s important regional areas through Qantaslink,” Asher said.

Asher said the partnership took Tourism Victoria and Qantas’ existing collaborative activity to a new level and opened up a vast number of international and domestic opportunities to grow inbound visitors to Victoria.

“Qantas’ status as one of Australia’s most iconic brands and its exceptional visibility to international consumers is well aligned with Victoria’s destination marketing strategy,”  she said.

“This highlights Melbourne as a vibrant cosmopolitan city which offers many outstanding tourism experiences including an exciting events calendar, a world class culinary scene and many distinctive cultural attractions. It is also the gateway to many authentic and unforgettable experiences in regional Victoria.”

Asher said the cooperative agreement, with a strong focus on digital and social media, would include many activities designed to increase tourism and expenditure within Victoria’s most important key international markets, as well as promoting Qantas as the airline of choice.

“Campaigns will include North America, UK, New Zealand, Singapore, Indonesia, Hong Kong and China,” she said.

Edited by : Peter Needham

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