13 Nov 2014 15:00
Tourism Australia and Etihad Airways, the national airline of the United Arab Emirates, have deepened their strategic marketing partnership with a significant increase in joint funding for the promotion of tourism to Australia in overseas markets.
Under the new arrangements, Tourism Australia and Etihad
Airways will quadruple their spend in the 2014/15 season for what will become
their strongest ever push to promote Australia to international leisure and
business travellers. This doubles the total value of the original three-year,
A$6 million marketing agreement signed in December 2013 to A$12 million.
This additional funding covers a range of joint marketing
activities including support for Tourism Australia’s Restaurant Australia
campaign, its international media hosting program, Australian Tourism Exchange,
and targeted business events in the UK and Europe.
One of the first initiatives funded under the expanded agreement
was the recent UK launch of Tourism Australia’s Restaurant Australia campaign,
where Australia House in London was transformed into an Australian-themed ‘pop
The airline’s support for Restaurant Australia continues this week
when it will fly more than 20 of the world’s top food and wine influencers to
Australia to take part in the campaign finale – an Australia-wide media famil
and a gala dinner at MONA in Tasmania on Friday.
A major broadcast initiative, to air in the UK in early 2015, is
also being planned by the partners.
Tourism Australia Managing Director, John O’Sullivan, pointed to
the airline’s recent Perth launch and decision to deploy one of its first
Airbus A380 aircraft between Abu Dhabi and Sydney as evidence of the airline’s
continued expansion plans and commitment to the Australian market.
“Etihad Airways is one of Tourism Australia's most important
aviation partners, playing a critical role feeding traffic to Australia's key
gateways, via the airline's Abu Dhabi hub,” he said.
“The work we’ve done so far with Etihad Airways has proved
extremely successful for both parties, including targeted marketing campaigns
in the UK, Germany and France, as well strong support for key Australian trade
events such as this year’s Australian Tourism Exchange (ATE14), held in Cairns.
“Etihad Airways may be relatively young but is growing very
quickly, with aggressive expansion plans which include Australia, where the
airline already enjoys a strong presence. We very much look forward to
extending this positive and mutually beneficial working relationship,” Mr
Etihad Airways’ President and Chief Executive Officer James Hogan
said: “Australia is one of our most popular destinations, and its appeal among
business and leisure travellers – particularly from the UK and Europe –
contributes greatly to our Australian operation.
“The partnership with Tourism Australia has delivered some
innovative campaigns and strong passenger numbers over the past 12 months, and
our decision to invest more in marketing Australia is driven by a desire to
continue this momentum.
“The Restaurant Australia initiative, showcasing Australia’s best
food and wine, is a natural fit with Etihad Airways’ own F&B offering
renowned worldwide for its focus on fresh produce and restaurant-quality
“We are delighted to have an aspirational platform such as
Restaurant Australia as the basis of our continuing investment in Australian
tourism and as a showcase for our own award-winning guest experience.”
Tourism Australia first announced a global
Memorandum of Understanding with Etihad Airways in December 2013 worth a total
of A$A6 million over three years.