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QANTAS (ASX: QAS) has signed a $12 million marketing agreement with the Queensland government, in a bid to increase visitor numbers to the state.
The agreement doubles the value of current joint marketing initiatives between QAS and Tourism and Events Queensland.
Minister for Tourism, Major Events, Small Business and the Commonwealth Games Jann Stuckey says the agreement will see Queensland promoted internationally as one of the country’s premier holiday destinations.
“This is a milestone marketing agreement and the largest tourism and events airline partnership in the State’s history,” says Stuckey.
“The global partnership will deliver great dividends for Queensland, particularly in attracting more visitors from the State’s key international markets including New Zealand, United States, Asia, the Middle East and the United Kingdom.”
QAS CFO Gareth Evans says the goal of the agreement is solely to increase visitor numbers and will utilise the airlines recent partnership with Emirates.
“The Qantas Group services more destinations in Queensland than in any other state in Australia and brings millions of business and premium leisure visitors to Queensland every year,” says Evans.
“This $12 million deal will build on the benefits from Qantas’ new global partnership with Emirates, which makes it much easier for travellers from the United Kingdom, Europe, the Middle East and North Africa to fly to places like the Gold Coast and Cairns.”
The first joint campaigns under the new partnership are still being finalised, but are expected to roll out from September in multiple overseas markets.
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