In an effort to enhance tourism into Australia, Emirates signed a global marketing agreement with Tourism Australia to building international visitor appeal for Australia through the airline’s global passenger network.
The three-year contract will witness both parties spend up to AUS$14.3 million (US$14.6 million) across a range of joint marketing. The initiatives will be aimed at activities attracting inbound visitor markets – the United Kingdom, Germany and New Zealand, in addition to France and Italy.
The promotion will be done across the traditional and digital media platforms as well as event and sponsorship activities.
Tourism Australia managing director Andrew McEvoy said “Both parties have agreed there is now a need for a more strategic, longer term agreement to more effectively market Australia to Emirates’ global customer base.”