Emirates offer cheap flights to Australia to promote it as a holiday destination for Brits.
Tourism Australia have teamed up with Emirates airlines to launch a huge marketing push aimed at getting Britons to holiday in Australia. The marketing campaign which starts today, sees Emirates offering cheap flights to Australia from many regional airports in the UK.
In a bold step, they are utilising many media resources to get their message across, including radio, print, outdoors and digital. The Mail on Sunday will also run a 20 page supplement promoting Australia as a holiday destination. Interesting choice of newspaper there by Tourism Australia.
In the promotion, Emirates enthuses about the range of regional UK airports they fly from via Dubai and offers fares to Perth from £569. Other specially reduced fares are available but only until 31 October 2009.
The promotion, costing £2million, seeks to portray an Australian holiday as a rejuvenating experience and will run from today until the end of October, when the special fare prices will cease.
Rodney Harrex, Tourism Australia’s regional general manager said of the promotion: “Given the current economic climate, it is critical for Australia to be active in the market and we remain committed to keeping the destination top of mind in consumers’ minds.�
Tourism figures for Australia have fallen sharply this year, so tourism chiefs are keen to reverse this worrying trend. Earlier last month the Australian tourist industry launched a search for an Australian brand that would match the success seen by the Best Job in the World adverts.
Airlines too, are pushing down prices in an effort to drive up business and many passengers have seen airfares to Australia slashed in recent months, with many airlines competing to offer cheap flights to Australia.
With many Brits loving a bargain, Australia could yet prove to be a very popular destination for 2010!
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