Strengthening its ties with Western Australia, Qantas has signed a $7.65 million agreement with the WA government to market and promote the state internationally and domestically.
Targeting the United Kingdom, United States, Singapore and Australia, the three-year deal represents one of the biggest partnerships between and airline and WA tourism authorities.
Western Australia tourism minister Liza Harvey said the agreement would see Qantas matching state government’s contributions to the campaign dollar-for-dollar.
“The partnership will play an important role in our bid to attract more domestic and international visitors to the state and increase value of tourism in WA from $7.5 billion in 2012 to $12 billion by 2020,” Harvey added.
The partnership will include advertising special airfares and promotions around major events and activities, with a strong focus on digital platforms including online and social media.
The announcement follows similar deals between Qantas and New South Wales, Queensland and the Northern Territory and takes the total joint investment in tourism to $56 million over three years.
Qantas recently announced it would be making a multi-million dollar investment in Perth Airport as it expands and upgrades its new terminal space and brings the airline’s commitment in Perth to over $100 million in the past four years.
Qantas also recently announced a new Perth – Auckland service, between early December and the end of January, operated by A330 aircraft twice a week.