Etihad Airways, Tourism Australia double joint marketing commitment

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.

A major broadcast initiative, to air in the UK in early 2015, is also being planned by the partners.

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.

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.

Source and image: Etihad