Tourism Australia has continued its strategy of forging closer ties with airlines by striking a global marketing agreement with Emirates worth $14.3 million.
A range of joint marketing activities over the next three years will focus on the UK, Germany, New Zealand, France and Italy.
Traditional and digital campaigns will form a cornerstone of the promotional blitz along with event and sponsorship activity.
Tourism Australia will also work with state and territories who already have agreements in place with Emirates in markets covered under the new deal.
Managing director Andrew McEvoy said the multi-million dollar tie-up builds on “very successful” marketing pacts the two parties have had in individual markets over several years.
“Both parties have agreed there is now a need for a more strategic, longer term agreement to more effectively market Australia to Emirates’ extensive global customer base,” he said.
That applied “in particular” throughout Europe where the airline is so well established, McEvoy added.
Officials also pointed out that the Europe focus proved Tourism Australia was not turning its back on traditional markets in favour of China and wider Asia region.
For Emirates, it is the single largest investment the carrier has ever made with a global tourism body. It takes its investment in Australia to the “next level”, senior executive Andrew Parker said.
McEvoy welcomed Emirates’ proposed alliance with Qantas despite the disappointment of losing direct services to Germany.
He also flagged the impending launch of Emirates’ long awaited services to Adelaide and increased flying to Perth as providing further opportunities for Australian tourism.
Tourism Australia added that the deal was unconnected to the proposed alliance.
