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Quaint way to convince tourists

Quaint way to convince tourists

Tourism Australia is increasing its bid to bring more international travellers Down Under, signing an agreement with Singapore Airlines and kicking off the second phase of a $44 million marketing tie-up with Qantas.

» Tourism | Thursday, June 23, 2011 • Air News Times
The three-year agreement with Singapore Airlines, which takes effect from July 1, involves a range of marketing activities aimed at convincing more overseas travellers to visit Australia. The countries targeted include China, France, Germany, India, Indonesia, Japan, Britain and Vietnam, as well as Singapore.

Tourism Australia's managing director, Andrew McEvoy, said Singapore Airlines was a key partner in delivering international visitors to Australia and would help the industry achieve its long-term aim of doubling overnight tourism expenditure from $70 billion to $140 billion by 2020.
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Singapore has increasingly become an important inbound tourism market for Australia. It is the sixth largest source of international tourists, with Singaporean arrivals topping 300,000 for the first time last year.

"Singapore Airlines is the second-largest international carrier in Australia and operates significant capacity into our largest capital cities from key source markets across Europe and Asia,'' Mr McEvoy said.

In the lead-up to the next stage of the marketing agreement with Qantas, Tourism Australia and the airline recently called on their rostered creative agencies to pitch for the campaign.

Qantas's retained agencies, M&C Saatchi and Ogilvy, and Tourism Australia's agency, DDB, have reportedly all pitched ideas in the past fortnight.

Qantas and Tourism Australia have a three-year partnership, which began in July last year, to market Australia internationally.

A Qantas spokesman said the agreement covered international marketing campaigns, major trade and business events, and public relations activities.

He said Qantas and Tourism Australia were working on ideas for 2011-12. The best known success of the partnership so far has been Oprah Winfrey's visit.

In a further push into international markets, Tourism Australia is also planning a 10-year marketing push in China, which will see it targeting lesser-known Chinese cities.
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