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SIA inks AU$5m marketing deal with Tourism Western Australia

Singapore Airlines (SIA) and Tourism Western Australia have inked a three-year marketing agreement worth AU$5 million to jointly promote tourism to Western Australia.

As part of the collaboration, SIA and Tourism Western Australia will fund marketing campaigns to promote travel to Western Australia in 10 key international markets by way of SIA’s services to Perth. These markets include China, Germany/Switzerland, Hong Kong, India, Indonesia, Japan, Malaysia, Singapore, the UK and US. Both parties have been partners for close to 20 years and aim to extend the partnership through new initiatives.

Singapore Airlines senior vice president sales and marketing, Campbell Wilson said the continuation of this strategic partnership is a testament to its dedication to the Australian market. “I am sure that more travellers will be encouraged to visit the beautiful sights and attractions Western Australia has to offer,” he added.

Paul Papalia CSC MLA, Western Australia Tourism Minister said the partnership with Singapore Airlines which dates back to 1999, is important in attracting more people to Western Australia, from all across the globe. According to Papalia, the aim of this partnership is to fill the flights through promotional airfares and offer visitors adventure-filled travel packages.

SIA has served the Australian market for more than five decades, and operates a total of 137 weekly flights to Australia. Subsidiary SilkAir and Scoot also operate weekly flights to certain cities in Australia.

Last year in September, both SIA and Tourism Australia signed a three-year strategic marketing deal worth AU$11 million, re-affirming their commercial ties. According to the agreement, the two parties will jointly fund a range of tourism campaigns and promotional activities in eight of Australia’s key inbound markets such as Singapore, Malaysia, Indonesia, China, India, Japan, Germany, and the UK.

Tourism Australia also rolled out a AU$10 million campaign in South and South East Asia in September last year, challenging perceptions and stereotypes of what Australia offers the region’s travellers as a tourism destination. It was said to have been the first time South and South East Asia region was been targeted as part of a single, coordinated tourism promotion.

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