The three-year global agreement between Tourism Western Australia and Qantas, worth $7.65 million, is a cooperative marketing agreement in which campaigns will be rolled out to attract thousands of visitors to Western Australia.
The first campaign will focus on the advantages of the Qantas Walkabout Pass which allows passengers to travel to places like Exmouth (home of the Ningaloo Reef where you can swim with the world’s largest fish, the whale shark) or Broome (gateway to the Kimberley, one of the world’s last great wildernesses) all on one discounted ticket. The internal flights using the Qantas Walkabout Pass can be 50% cheaper than individual tickets, with savings from £146 on a flight to Broome*.
The advertising campaign will launch this month on digital platforms including video and social media. It will also include co-operative campaigns with tour operator partners, PR and familiarisation trips. Qantas and Tourism Western Australia will also run a roadshow across the country in June 2014, with trade training events in London, Birmingham, Manchester and Glasgow.
Christie Lord, UK Regional Manager at Tourism Western Australia said: "Encouraging the 136,000 Brits who visit Western Australia each year to explore more of the state is a key objective for us. Qantas’ services are one of the best and most cost-effective way to see some of our most extraordinary places, including the Kimberley, which has been listed as one of the best regions in the world to visit in 2014 by Lonely Planet."
Eric Jelinek, Regional General Manager Qantas UK & Ireland said: “As Australia’s national carrier, Qantas is the natural choice for visitors travelling to Australia. We’re delighted to work with Tourism Western Australia to drive visitors to this stunning region. With the Qantas Walkabout Pass our passengers can customise their trip and take advantage of extremely competitive fares.”