Etihad Airways signs deal with Tourism Australia

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Sydney Opera House
The Sydney Opera House is a multi-venue performing arts centre in Sydney, New South Wales, Australia. Photo- Steve Arnold

Tourism Australia and Etihad Airways have signed a Memorandum of Understanding (MoU) aimed at bringing more visitors from the Middle East, UK and Europe to Australia by leveraging the airline’s expanding international network.

Under the new strategic marketing agreement, the signatories will together invest up to A$6 million ($6.34m)) over the next three years in a range of cooperative programs targeting visitors from the Middle East, UK and Europe.Tourism Australia Managing Director Andrew McEvoy pointed to the airline’s recent decision to upgrade its three-times-per-week Brisbane service to daily operations,  as evidence of its continued Australian expansion plans.
“In just five years of flying to Australia, Etihad Airways has demonstrated a strong and growing commitment to its Australian operations. Thanks to its rapidly expanding international network, Etihad Airways is feeding increasing numbers of passengers onto Australia bound flights through its Abu Dhabi hub, particularly from Australia’s traditional high volume markets of the UK and Europe,” Mr McEvoy said.

Etihad Airways’ President and Chief Executive Officer James Hogan said Australia was strategically important to Etihad Airways and contributed significantly to the airline’s bottom line.

“We not only have 16 per cent of our global seat capacity dedicated to the route but also major investments in community assets like Melbourne’s Etihad Stadium,” Mr Hogan said.

Hr Hogan said the airline’s game-changing partnership and codeshare strategy was one of the key enablers of its investment in Australian tourism and specifically, the new strategic marketing agreement with Tourism Australia.

“Tourism Australia is doing an impressive job creating demand throughout Europe for business and leisure travel to Australia. Our partnerships with airberlin, Air France-KLM, Alitalia and Czech Airlines, are tapping into this demand and, significantly, are offering flights to Australia from destinations throughout Europe that were previously offline.

“There is a great natural synergy between the MoU with Tourism Australia and our airline partnerships, particularly the one with Virgin Australia. In fact, Etihad Airways and Tourism Australia have already started planning a major campaign for the first half of 2013 – together with Virgin Australia – in order to leverage the synergies of the airlines’ joint networks and cooperative marketing spends,” Mr Hogan said.

Mr McEvoy added that markets covered by the arrangement aligned strongly with Tourism Australia’s balanced portfolio approach and were critical to Australian tourism achieving its Tourism 2020 strategic goal of doubling annual overnight visitor expenditure to up to A$140 billion by the end of the decade.

Under the new marketing partnership and in line with its continuing efforts to speak with ‘one voice’ in its international marketing, Tourism Australia and Etihad Airways will jointly seek involvement of the States and Territories in future cooperative campaigns.

The Memorandum of Understanding (MoU) signed between Tourism Australia and Emirates was to collectively spend up to A$14.3 million over the next three years on a range of joint marketing activities.

The joint marketing activities under the MoU will focus on some of Australia’s leading inbound visitor markets – the United Kingdom, Germany and New Zealand, in addition to France and Italy.

Here’s an amazing video from Tourism Australia:

http://www.youtube.com/watch?v=3pOVfJwBd5s

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