Singapore Airlines (SIA) and Tourism Australia have extended their two decades long commercial partnership with a new three-year deal worth A$12 million.
Under the new strategic marketing agreement, SIA will promote Australia through marketing campaigns and other activities in Singapore, Malaysia, Indonesia, India, the UK, Germany and China.
The agreement also makes SIA the exclusive airline partner for all of Tourism Australia’s “Restaurant Australia” campaigns in Singapore, India, Indonesia and Malaysia.
Singapore Airlines executive vice president of commercial Mak Swee Wah said the partnership would “cement Singapore as the optimal gateway hub to Australia”.
“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,” Mak said in a statement on November 10.
Tourism Australia managing director John O’Sullivan said SIA had been a big supporter of some of the tourism body’s key international campaigns.
The airline was providing flights to bring some of the top Asian food and wine influencers to a Restaurant Australia media famil, which will finish with a 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,” O’Sullivan said.
Virgin Australia recently boosted its marketing spend with the peak tourism body.