SIA, Tourism Australia ink AU$12 million marketing deal

Singapore Airlines (SIA) and Tourism Australia will strengthen ties under a new three-year strategic marketing deal worth AU$12 million.

Both parties will fund a range of tourism campaigns and promotional activities in seven key inbound markets. These markets include the likes of Singapore, Malaysia, Indonesia, India, UK, Germany and China.

Through the partnership SIA will be the exclusive airline partner for all ‘Restaurant Australia’ campaigns which will target visitors from Singapore, India, Indonesia and Malaysia and provide international flights for Tourism Australia’s key Corroboree Europe trade event which will be taking place in Adelaide in 2015.

Mak Swee Wah, SIA’s executive VP commercial, said the partnership with Tourism Australia continues to be a key in driving inbound tourism.

He added that as the world competes to attract visitors from key growth markets, Singapore Airlines continues to invest in promoting Australia to build on its “long standing presence and on-going expansion across the country’s key getaways.”

He added that combining Tourism Australia’s marketing prowess with SIA’s network reach remains a winning proposition in key markets to bring travelers to Australia

“Leveraging the opportunities presented across Europe and Asia in partnership with Tourism Australia enables us to reach better conversion rates and cement Singapore as the optimal gateway hub to Australia.”

In a press release SIA said that outside of New Zealand, Singapore is one of the most connected cities to Australia. In recent years, Singapore has emerged as one of Australia’s most important inbound tourism markets.

It currently is Australia’s fifth largest source market for international tourists with visitors from Singapore generating AU$1.1 billion in total expenditure in 2013. There were 368,400 visitors from Singapore in the 12 month period ending 30 September 2014 and the tourism 2020 strategy also estimates that the Singapore market has potential to grow between $2.3 billion and $2.8 billion in expenditure by 2020.

Tourism Australia’s managing director John O’sullivan added that SIA is one of its longest-standing airline partners with a relationship stretching more than two decades and SIA has over the years supported Tourism Australia on key international campaigns.

“Asia continues to be a power house for Australian tourism. As one of the region’s largest international carriers serving all of Australia’s capital cities, SIA is critical airline partner for us as we seek to drive further growth in our international arrivals.”

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