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June 23, 2015

Australia: Tourism Australia Strengthens Ties with Airlines

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Tourism Australia and Virgin Australia will spend $50 million over the next five years promoting Australia to leisure and business travellers in key international markets.

The new deal represents the largest ever commercial arrangement Tourism Australia has entered into with an airline partner and builds on a successful existing three year arrangement with Virgin Australia.

Tourism Australia managing director John O’Sullivan said the new agreement will provide valuable support for Tourism Australia’s global campaigns and marketing activities, as well as some of the industry’s most important trade and business events.

“Building strong and sustainable relationships with our airline partners has become a key plank in our growth strategy and nowhere has this approach been more productive than in our evolving partnership with Virgin Australia, particularly some of the great recent work we’ve been doing together in the United States,” he said.

“At $50 million this is a very significant deal in financial terms and also in its scope, covering marketing campaigns, trade and business events as well as media hosting.”


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