SIA inks 3-year marketing deal worth AU$11m with Tourism Australia

Singapore Airlines and Tourism Australia have signed a three-year strategic marketing deal worth AU$11 million as both parties re-affirm their commercial ties. The agreement will see the two parties 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.

Mak Swee Wah, Singapore Airlines’ executive vice president commercial, said that the renewal of the strategic cooperation with Tourism Australia "underscores" its commitment to Australia’s tourism and travel industry". Singapore Airlines currently operates more than 130 scheduled flights per week to Australia, serving Adelaide, Brisbane, Canberra, Melbourne, Perth and Sydney, representing 8% of all Australia’s international arrivals. The Singapore Airlines group has approximately 170 weekly flights to Australia, together with its subsidiary airlines SilkAir and Scoot.

“Singapore Airlines has been bringing visitors to Australia for over 50 years and the extension of this partnership with Tourism Australia will continue to be key in driving inbound travel through our hub in Singapore to this country. With Singapore Airlines’ wide network reach in target markets and Tourism Australia’s marketing prowess, we are confident that we can leverage each other’s strengths to attract more visitors from all over the world to Australia,” Mak said.

Tourism Australia’s managing director, John O’Sullivan, said Singapore Airlines is an important partner and Changi Airport is a vital aviation hub for international tourists travelling down under.

“Singapore Airlines has an extensive network across Asia and Europe which aligns closely with key markets targeted by Tourism Australia. Working closely with Singapore Airlines extends the reach of Tourism Australia’s campaigns to help convert traveller interest into actual tourism bookings,” he said. He added that Singapore Airlines was one of its longest standing partners and he was delighted to see this close cooperation renewed and extended.

“The eight markets covered by this agreement represented four million international visitors and AU$22 billion in collective spending last year, which is a measure of the importance of our ongoing partnership with Singapore Airlines. The strength of their network and the quality of their product are significant assets that we know resonate strongly with the type of high value traveller that we are targeting in both Asia and Europe,” he said.

Most recently, Tourism Australia rolled out a new AU$10 million campaign in South and South East Asia challenging perceptions and stereotypes of what Australia offers the region’s travellers as a tourism destination. This is the first time the South and South East Asia region has been targeted as part of a single, coordinated tourism promotion. An airline marketplace, with multiple airlines and online travel agents, will be promoting the campaign and aims to convert the interest in Australia into bookings. The campaign, according to several media sites, is created by UM Clemenger BBDO.

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