AirAsia inks RM2.87m deal with Tourism Western Australia in joint marketing push

AirAsia has expanded its cooperative marketing agreement with Tourism Western Australia to further promote Western Australia State’s tourism highlights in Malaysia, India, China and Japan. The deal is worth RM2.87 million and will see joint marketing campaigns developed to promote affordable flights to Western Australia, including flight deals, print, television, radio, cinema and online advertising.The deal forms part of the expanded RM34 million international marketing boost announced by Western Australian premier Mark McGowan and tourism minister Paul Papalia in March to grow its visitor economy. It is hoped the combined campaign activity in Malaysia alone will generate more than 29,000 visitors. In celebration of the announcement, AirAsia is offering discounted fares for flights between Kuala Lumpur and Perth.This follows the launch of Tourism Western Australia’s Muslim Travel Guide, which features road trip routes, itineraries, must-visit attractions, restaurants and Muslim-friendly facilities in the state. It also comes hot on the heels of Tourism Western Australia’s recent three-year marketing agreement with Singapore Airlines.AirAsia X Malaysia CEO Benyamin Ismail said it hopes to grow demand for air travel from markets such as Malaysia, India, China and Japan through the new marketing agreement.“Demand for Perth and greater Western Australia is evident and the continuous support from Tourism Western Australia will enable us to push the envelope in terms of tourist arrivals through joint marketing efforts in Malaysia, India, China and Japan, where our route network is the strongest,” he added.Meanwhile, Papalia said well promoted low-cost air fares are a strong drawcard for people to visit Western Australia and this deal with AirAsia will provide that in some of its important markets such as Malaysia, India, China and Japan.With Malaysia being Western Australia’s second biggest source of overseas visitors, the latest agreement will not only encourage more Malaysians to visit the state, but the marketing activity in connecting markets of India, China and Japan will also help entice holidaymakers from those markets as well, Papalia said.“It is the biggest international marketing push in the state’s history and we hope to see thousands more people come to Western Australia as a result of this surge in activity,” he added.(Read also: AirAsia creates inflight meal with (RED) to support fight against AIDS)