Tourism Australia and Virgin Australia are ramping up their bid to bring Americans and Kiwis to Aussie shores, increasing its three year marketing partnership to $20 million.
The announcement is an expansion of an existing Memorandum of Understanding (MoU) and will see more than $10m spent in the 2015 financial year, dedicated to telling leisure travellers to come down under and make Virgin the largest airline partner of the tourism body.
Under the agreement both Tourism Australia and Virgin will contribute $3m in cash towards joint marketing efforts and an addition $2.1 million each in sponsorship arrangements.
These include Tourism's Australia’s Restaurant Australia campaign, Invite the World to dinner event and the Australian Tourism Exchange in 2015.
The US and New Zealand acount for more than a quarter of Australia's internatinal visitors. In March, AdNews reported that Tourism Australia was looking to double US tourist spending in Australia from the current $2.5 billion to $4.5-5.5 billion by 2020.
Tourism Australia MD John O'Sullivan said the expansion of the marketing push would strengthen tourism from two of Australia's highest volume markets.
Virgin Australia chief customer officer Mark Hassell added: "The expanded partnership announced today will allow Virgin Australia to jointly host major tourism events putting Australia on the world stage and showcasing the airline and our service to important international visitors, influencers and decision makers."
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