$1.2 million airline agreement to increase interstate visitor numbers

  • Commitment of $600,000 each from Tourism Western Australia and Virgin Australia
  • Joint advertising to promote WA to East Coast markets
  • Two-year agreement expected to deliver significant economic impact

The State Government has secured a marketing partnership with Virgin Australia to attract more tourists from the East Coast to Western Australia.

The two-year co-operative marketing agreement is the first extended agreement between the airline and Tourism Western Australia, with each party committing $600,000 to the deal. It follows previous successful short-term joint advertising arrangements between the two parties.

The current agreement will see Virgin Australia use its substantial marketing assets to increase awareness of WA as a holiday destination. Campaigns will educate consumers about Perth’s revitalisation, including the increased choice and availability of affordable and quality accommodation and the extraordinary events calendar.

Sale fares and holiday packages promoted through the agreement will also encourage holiday-makers to use Virgin Australia’s network to travel to regional areas of the State, including Broome and Kununurra.

Co-operative marketing agreements to convert core target audiences to visit WA are a key component of Tourism WA’s Two-Year Action Plan, developed to attract more visitors to the State.

During 2017-18, co-operative marketing agreements helped deliver 310,000 additional domestic and international visitors to the State and about $446 million in economic impact.

As stated by Tourism Minister Paul Papalia:

“Encouraging travel companies and airlines to partner with the State Government in tourism marketing activities achieves better leverage of Government funding and better outcomes for the tourism industry.

“This agreement with Virgin Australia will help us intensify our promotional activity in key target markets on the East Coast.

“The total number of interstate visits increased 8.8 per cent to 1.52 million in the year ending September 2018, with 76,000 more interstate holiday-makers compared to September 2017 – an increase of 21.4 per cent.

“Co-operative agreements such as this one will only help in furthering this growth in future.

“Previous campaigns with Virgin have delivered a strong return on investment. We look forward to this longer term arrangement also proving successful.”

As stated by Virgin Australia’s General Manager Brand & Marketing, Michael Nearhos:

“The beauty of Western Australia and range of activities on offer make it a very compelling destination for tourists to visit and we’re making it easier for Australians to travel to here with more flights, new seasonal services and direct flights from eight cities.

“Our partnership with Tourism Western Australia will help us promote the wonders of the West and encourage more visitors to this magnificent part of the world.”

/Public Release.View in full here.