On the day Jetstar delivered its first 787 to its home base in Melbourne, Qantas and the Victorian government announced a $12 million agreement to promote Victoria as a holiday destination internationally and within Australia.
The joint three-year marketing agreement will target visitors from the United Kingdom, United States, Singapore, Indonesia, Hong Kong, China, New Zealand and Australia, using the combined network of Qantas and Emirates under their alliance.
The partnership between Qantas and Victoria, which is in addition to an existing marketing agreement to promote the 2014 Australian Grand Prix, will include campaigns advertising special airfares and promotions around major events and activities.
“Qantas is the largest airline to service Melbourne with 1,200 flights in and out of the city each week, Victoria’s state tourism minister Louise Asher said. “As Australia’s major international carrier it is in an unrivalled position to join with us to promote Melbourne to major international markets, as well as promoting our state’s important regional areas through Qantaslink.”
Tourism contributes $19.1 billion to Victoria’s gross state product and employs more than 200,000 people.
The first joint marketing campaign under the partnership starts on October 9.
The agreement follows similar recent deals with state governments in New South Wales, Queensland, Western Australia, Tasmania and the Northern Territory and takes the total joint investment in tourism to $72 million over three years.