{"id":1451,"date":"2015-06-24T13:51:25","date_gmt":"2015-06-24T07:51:25","guid":{"rendered":"https:\/\/bbf.digital\/new\/?p=1451"},"modified":"2017-09-09T22:20:32","modified_gmt":"2017-09-09T16:20:32","slug":"tourism-australia-and-etihad-airways-deal-provides-a30m-boost-for-australia-tourism","status":"publish","type":"post","link":"https:\/\/bbf.digital\/new\/tourism-australia-and-etihad-airways-deal-provides-a30m-boost-for-australia-tourism","title":{"rendered":"TOURISM AUSTRALIA AND ETIHAD AIRWAYS DEAL PROVIDES A$30M BOOST FOR AUSTRALIA TOURISM"},"content":{"rendered":"

Tourism Australia and Etihad Airways have deepened their commercial partnership by signing a five-year, A$30 million marketing deal to promote Australia to leisure and business travellers in key overseas markets.<\/span><\/p>\n

The new \u2018Memorandum of Understanding\u2019 \u2013 signed on Monday 22 June at the Australian Tourism Exchange in Melbourne \u2013 extends an existing three-year deal worth A$12 million which expires this year.<\/span><\/p>\n

Tourism Australia Managing Director, John O\u2019Sullivan, said the new deal highlighted Etihad Airways\u2019 commitment to the Australian market.<\/span><\/p>\n

\u201cWe\u2019re delighted to further strengthen our relationship with Etihad Airways. This is a landmark agreement which will provide valuable support for Tourism Australia\u2019s global campaigns and marketing activities, as well as some of the industry\u2019s most important trade and business events.<\/span><\/p>\n

\u201cThrough their strong global footprint, particularly within Europe and their global partnerships, Etihad Airways is now one of Tourism Australia’s most important aviation partners, actively supporting some of our most important international campaigns and playing a critical role feeding traffic to Australia’s key international gateways,\u201d Mr O\u2019Sullivan said.<\/span><\/p>\n

Etihad Airways President and Chief Executive Officer, James Hogan, said: \u201cToday\u2019s announcement of a further A$30M over five years to promote Australia overseas reinforces Etihad Airways\u2019 commitment to the Australian market.<\/span><\/p>\n

\u201cIt\u2019s pleasing to see our continuing investment in Australian tourism attracting more and more visitors each year and delivering economic benefits to tourism operators Australia-wide.<\/span><\/p>\n

\u201cEtihad Airways and its partner airlines \u2013 notably airberlin, Alitalia, Air Serbia, Air France\/KLM and Virgin Australia \u2013 offer a combined network of more than 180 cities throughout Europe and Australia, positioning us as enablers of sustainable tourism growth, and offering consumers greater choice and better connectivity.<\/span><\/p>\n

\u201cTogether we add real muscle to Tourism Australia\u2019s efforts to promote tourism from overseas and enable visitors to see more of Australia while here.<\/span><\/p>\n

\u201cPlus, when it comes to the flying experience, there\u2019s not another airline operating to Australia that offers travellers the level of luxury, comfort and service of Etihad Airways\u2019 all-new A380 and B787 Dreamliner fleet with their revolutionary new first, business and economy class cabins.\u201d<\/span><\/p>\n

The primary focus of the deal will be promoting Australia to international leisure and business travellers within Europe \u2013 specifically rolling out new tourism campaigns in the United Kingdom, Germany, France and Italy.<\/span><\/p>\n

In addition, the agreement will cover targeted support for Tourism Australia\u2019s trade and business events program, including continued support for Dreamtime. The airline will also provide international tickets for media\/trade and business events famil programs.<\/span><\/p>\n

Tourism Australia and Etihad Airways formalised their commercial partnership in November 2012 and have worked together on a number of key joint marketing activities since, including the UK launch of Tourism Australia\u2019s Restaurant Australia campaign, where Australia House in London was transformed into an Australian-themed \u2018pop up\u2019 restaurant.<\/span><\/p>\n

The airline also flew more than 20 of the world\u2019s top food and wine influencers to Australia to take part in the campaign finale \u2013 an Australia-wide media famil and a gala dinner at MONA in Tasmania in November 2014.<\/span><\/p>\n\n

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