Emirates spends more with Tourism Australia than any other NTO

Issues & Trends – October 2012

Emirates spends more with Tourism Australia than any other NTO

TOURISM Australia and Emirates have signed a global marketing agreement to boost visitation from key markets in Europe and NZ.

Under a new Memorandum of Understanding, they will collectively spend up to $14.3 million over the next three years on joint marketing activities in the UK, Germany, France, Italy and New Zealand.
There will be joint marketing on traditional and digital media platforms as well as event and sponsorship activities.

Tourism Australia managing director Andrew McEvoy said Emirates has demonstrated a “strong and growing” commitment to the Australian market since it first started flying here in 1996 and has been one of its most committed marketing partners.

“Tourism Australia has worked with Emirates on local co-operative marketing activities across individual markets for some years now, and very successfully so, linking Australia’s visitor appeal with the airline’s extensive schedule,” McEvoy said.

“Both parties have agreed there is now a need for a more strategic, longer term agreement to more effect-ively market Australia to Emirates’ extensive global customer base, in particular throughout Europe where the airline is so well established.”

McEvoy welcomed Emirates’ proposed commercial tie up with Qantas and the further expansion of its Australian network through a new direct service to Adelaide from November and increased Perth frequencies from December.

The partnership with Tourism Australia is the largest investment Emirates has ever made with a global tourism body, according to Emirates’ senior vice president, public, international, industry and environmental affairs Andrew Parker.


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