10/07/2019 - 11:12

$6m of international marketing deals for WA

10/07/2019 - 11:12


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$6m of international marketing deals for WA
Paul Papalia (third from left) called the deals the biggest international marketing push in WA's history

Tourism Minister Paul Papalia today announced a suite of international marketing campaigns as part of what the government is calling the biggest international marketing push in the state's history.

In Singapore this morning, Mr Papalia announced a $5 million, three-year global cooperative marketing agreement with Singapore Airlines.

As part of the deal, Singapore Airlines will market promotional airfares and travel packages to Western Australia throughout the UK, Germany, Switzerland, India, China, the US, Hong Kong, Malaysia, Japan, Indonesia and Singapore.

"I'm delighted to be here in Singapore to officially sign this exciting marketing agreement with one of the world's greatest airlines,” Mr Papalia said.

"Our partnership with Singapore Airlines, which dates back to 1999, will be extremely important in attracting more people to WA, from all across the globe.

"The aim is to fill those planes through promotional airfares and offer visitors adventure-filled travel packages so they can experience all our amazing state has to offer while they're here.”

Mr Papalia also announced a partnership with Singapore-based travel agency Dynasty Travel, riding a WA-themed train to help promote its marketing of competitively priced airfares to the state.

With images of WA’s Kalbarri, Hutt Lagoon and Swan River across four carriages, the campaign is expected to reach 1 million daily commuters who travel on Singapore’s mass rapid transit train line.

Mr Papalia said the government was excited to partner with the agency to attract more Singaporean travellers to WA.

"The WA-themed train station takeover will transform an ordinary commute into an extraordinary larger-than-life WA experience for millions of potential tourists,” he said.

"The WA images will capture people's imaginations, while the itineraries featured alongside them will map out a WA journey to show just how easy and affordable a holiday to our state can be when booking a Dynasty Travel package.”

Those campaigns came in addition to a $1 million deal with Malaysia-based airline AirAsia X to encourage visitors to the state from Malaysia, India, China and Japan.

“We know that well promoted low-cost airfares are a strong drawcard for people to visit WA, and this deal with AirAsia X will provide that in some of our important markets,” Mr Papalia said.

The government has said it hoped these campaigns will bring more than 40,000 visitors to the state from Singapore and Malaysia.

With $12 million already earmarked for the marketing push, the government said it expected partners will spend an additional $8 million promoting WA in the next 14 months.

"Growing tourism is an important part of the state government's plan to boost the economy, create jobs and develop business opportunities,” Mr Papalia said.

"Increasing the number of people travelling here from overseas will help us achieve just that, which is why we committed an extra $12 million to Tourism WA's international marketing activity.

"It is the biggest international marketing push in the state's history and we hope to see thousands more people come to WA as a result of this surge in activity."


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