Tourism Australia and the Expedia group have signed a multi-million dollar three-year marketing partnership aimed at developing campaigns and content to increase international travel to Australia. The first year of the agreement will focus on major campaign activity in the USA and UK, two of Australia's highest volume and highest spending markets. Marketing activities will be extended to additional markets over the course of the three year deal.
"Through our strategic co-operative partnership with Tourism Australia, we look forward to creating collaborative campaigns with our Expedia brand around the world to raise awareness and inspire more visitors to experience the natural beauty, unique cuisine, wonderful wine and so much more that Australia has to offer," said Noah Tratt, global senior vice president, Expedia Media Solutions.
Tourism Australia Managing Director, John O'Sullivan, said the new commercial agreement was a deliberate move to focus on strategic partnerships which increased travel bookings and drove yield. Mr O’Sullivan added that the partnership would extend beyond marketing to also include shared reporting on consumer insights and data analytics.