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Tourism Australia signs new MoU with Emirates

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Tourism Australia and Emirates have signed a global marketing agreement to further boost visitation from key markets in Europe and New Zealand. Under a new Memorandum of Understanding (MoU), the two parties intend to collectively spend up to A$ 14.3 million over the next three years on a range of joint marketing activities focusing on some of Australia’s leading inbound visitor markets – the United Kingdom, Germany and New Zealand, in addition to France and Italy.

The arrangement will feature joint marketing on traditional and digital media platforms as well as event and sponsorship activities. Andrew McEvoy, managing director, Tourism Australia said that Emirates has demonstrated a strong and growing commitment to the Australian market since it first started flying to country in 1996 and has been one of its most committed marketing partners.”Tourism Australia has worked with Emirates on local cooperative marketing activities across individual markets for some years now, and very successfully so, linking Australia’s visitor appeal with the airline’s extensive schedule and internationally recognised and well respected brand,” stated McEvoy, adding that both parties have agreed there is now a need for a more strategic, longer term agreement to more effectively market Australia to Emirates’ extensive global customer base, in particular throughout Europe where the airline is so well established.

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