Singapore Airlines and Tourism Australia Deepen Marketing Collaboration in Deal Worth A$12 Million

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Singapore Airlines and Tourism Australia have announced that they will jointly fund a range of tourism campaigns and promotional activities, deepening their existing commercial partnership with a three-year marketing deal worth A$12 million.

The campaigns and promotional activities will concentrate on seven key inbound markets: Singapore, Malaysia, Indonesia, India, the UK, Germany, and China.

Singapore Airlines will be the exclusive airline partner for all Restaurant Australia campaigns in Singapore, India, Indonesia and Malaysia. Tourism Australia’s Managing Director, John O’Sullivan said this support includes providing flights for more than 30 top Asian food and wine influencers taking part in the campaign finale and gala dinner at MONA in Tasmania on November 14.

“Singapore Airlines is one of our longest-standing airline partners, with a relationship stretching back more than two decades. Over the years, they’ve supported us on some key international campaigns and I’m delighted that this will continue with our latest offering, Restaurant Australia.”

Singapore Airlines will also provide international flights for Tourism Australia’s key Corroboree Europe trade event, which will take place in Adelaide in 2015.

“As the world competes to attract visitors from key growth markets, Singapore airlines continues to invest in promoting Australia, building on its long-standing presence and ongoing expansion across the country’s key gateways,” says Mr. Mak Swee Wah, Singapore Airline’s Executive Vice President Commercial.

“Combining Tourism Australia’s marketing prowess with Singapore Airlines’ network reach remains a winning proposition in key target 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.”

Singapore is second only to New Zealand as the most connected city to Australia, and has recently emerged as one of Australia’s most important inbound tourism markets. It is Australia’s fifth largest source market for international tourists. Visitors from Singapore generated A$1.1 billion in total expenditure in 2013.

During the twelve month period ending 30 September 2014, 368,400 visitors from Singapore travelled to Australia, an annual increase of 14.4 percent over the same period last year. The Tourism 2020 strategy estimates growth potential in the Singapore market between A$2.3 billion and A$2.8 billion in total expenditure by 2020.

Skift Take: Destination partnerships between airlines and tourism boards make a lot of sense for both parties. It’s a smart move for Singapore Airlines.

— Marisa Garcia

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