Emirates and Tourism Australia’s joint marketing campaign

Visas4oz, a provider of low-cost Australian visas, has noted that Tourism Australia and Emirates are joining forces and have signed a global marketing agreement in order to “further boost visitation from key markets in Europe and New Zealand.”

Under a new Memorandum of Understanding (MoU), both Emirates and Tourism Australia intend to spend up to A$14.3 million over the next three years on a range of marketing activities, in a bid to attract Australia’s leading inbound visitor markets, including the UK, Germany, New Zealand, France and Italy.

Marketing techniques include both traditional and digital media strategies in addition to various sponsorship activities.

Andrew McEvoy, Managing Director of Tourism Australia, explained that Emirates has shown a long-standing commitment to the Australian market since 1996 and has therefore been one of its “most committed marketing partners.”

Mr McEvoy said: “”Tourism Australia has worked with Emirates on local cooperative marketing activities across individual markets for some years now, and very successfully so, linking Australia’s visitor appeal with the airline’s extensive schedule and internationally recognised and well respected brand.”

He continued, “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, in particular throughout Europe where the airline is so well established.”

There’s no doubt that the two companies perfectly complement one another. Emirates’ Senior Vice President, Andrew Parker, explained how beneficial the partnership will be:

“Emirates’ AUS$14.3 million partnership with Tourism Australia takes the airline’s investment in ‘destination Australia’ to the next level. This is the largest investment Emirates has ever made with a global tourism body, highlighting our commitment to Tourism Australia’s strategy for attracting global travellers.

“Emirates has carried more than 16 million passengers to and from Australia since 1996 and today we enable travellers from more than 30 European locations to travel to Australia via one stop in Dubai, offering passengers from all corners of the continent the chance to enjoy the many and varied attractions down under,” he added.

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