Tourism Western Australia, armed with international marketing funds of A$12 million (US$8.4 million), is on an aggressive drive to attract more Asians to the state, roping in the region’s two largest carriers Singapore Airlines and AirAsia to do that.
Tourism WA started the blitz in Singapore on July 1, signing pacts with travel agency Dynasty Travel and Singapore Airlines.
The three-year global cooperative marketing agreement with SIA sees the two partners fund a A$5 million marketing plan to jointly promote travel to Western Australia in 10 key international markets via SIA’s services to Perth.
The markets include China, Hong Kong, India, Indonesia, Japan, Malaysia, Singapore, the UK, the US and Germany/Switzerland.
Also included are advertising through TV channels and digital/print media on special travel packages and promotional airfares.
Two days later the Western Australian delegation landed in Kuala Lumpur to seal an expanded cooperative marketing agreement with AirAsia.
The deal with the LCC, worth A$1 million, will involve joint marketing campaigns to promote affordable flights to Western Australia, including flight deals, print, television, radio, cinema and online advertising.
“We know that well promoted low-cost airfares are a strong drawcard for people to visit Western Australia, and this deal with AirAsia X will provide that in some of our important markets such as Malaysia, India, China and Japan,” Western Australia’s tourism minister Paul Papalia said.
Both parties hope the combined campaign activity in Malaysia alone will generate more than 29,000 visitors. Malaysia is Western Australia’s second biggest source of overseas visitors.
AirAsia X Malaysia’s CEO Benyamin Ismail disclosed that since the LCC started flying to the Australian state in November 2008 it has carried more than three million guests on the Kuala Lumpur-Perth, Bali-Perth and Lombok-Perth routes.