Airline and promotional marketing body end the feud and reconnect with a multi-million deal that includes first-party data sharing
Qantas and Tourism Australia have agreed to a data sharing arrangement as part of a landmark $20 million partnership announced today.
The three-year agreement will see both sides jointly invest in campaigns promoting Australian to international visitors, and extends across public relations, social media and trade activities with an emphasis on digital marketing.
It also includes an anonymised data sharing arrangement designed to help better target and reach customers that are seriously considering travelling to Australia. The data deal is similar to that struck by Tourism Australia with Qantas rival, Virgin Australia, as part of a $50m, five-year agreement again promoting the nation to business and leisure travellers.
Tourism Australia has earmarked first-party data sharing as key ingredient to its long-term success as Australia’s promotional body and according to its GM of digital, John Mackenney, the group is actively seeking such arrangements with an array of partners.
The partnership reflects a new era of engagement between the two organisations and comes more than three years after Qantas suspended dealings with the tourism agency. The decision was made over the involvement of its former chief and former Qantas CEO, Geoff Dixon, in a consortium allegedly seeking to make fundamental changes to the airline’s strategy and hinder its proposed partnership with Emirates.
Qantas Group CEO, Alan Joyce, said the deal was about continuing the momentum of the tourism boom and noted the airline has spent the past two years increasing capacity, improving technology and building alliances with global airlines in order to better support international travellers coming to Australia. Today, the airline carries 27 million passengers per year.
“Qantas has always been the biggest private sector supporter of Australian tourism and we will continue to focus on growing visitor numbers,” he said. “This new investment builds on the marketing we already do and our partnerships with state and territory governments to put Australia’s best foot forward.”
Over the past six months TA and Qantas have also been working on smaller-scale projects including destinations featured in the airline’s latest safety demonstration video.
Tourism Australia managing director, John O’Sullivan, said the deal just made sense given the nature of the two businesses.
“The shared resources this agreement brings together are considerable and we’re very excited about the opportunities that lie ahead to grow international inbound traffic and increase regional dispersal,” he said.
“The plans we have around data sharing are particularly exciting, allowing us to be more efficient and effective with our advertising but also enabling us to provide customers with a much more relevant ad personalised online experience.”
Follow CMO on Twitter: @CMOAustralia, take part in the CMO conversation on LinkedIn: CMO ANZ, join us on Facebook: https://www.facebook.com/CMOAustralia, or check us out on Google+: google.com/+CmoAu
In this latest episode of our conversations over a cuppa with CMO, we catch up with the delightful Pip Arthur, Microsoft Australia's chief marketing officer and communications director, to talk about thinking differently, delivering on B2B connection in the crisis, brand purpose and marketing transformation.
It’s hard to know if famed management and marketing guru, Peter Drucker, coined this phrase for dramatic effect. My belief is he was emphasising the notion that few products and markets are static and few organisations can survive without innovation.
How to avoid the bottom drawer, and how to get value from the work you’ve paid for
Behavioural science expert Dan Monheit, co-founder and strategy director of creative agency, Hardhat, writes that marketing chiefs should hold their nerve, as they have reason to be optimistic
The versatility of Live Chat is really what surprises me. I’ve seen it being used not only for customer support, but also as a tool to in...
Drishti Shah
Why Bupa tapped WhatsApp for new customer messaging channel
Hi This is George, Thanks for sharing this nice information about foodpanda blockchain. During this pandemic situation food delivery indu...
George David
foodpanda launches blockchain-based out-of-home advertising campaign
Did anyone proofread this document before it was published?
Beau Ushay
CMO Momentum 2020: How to embrace agile marketing
An honest and hardworking conveyancer doesn't need a marketing strategy. His past clients will spread the word for him. These days the ho...
Bagen Andrea
What this millennial marketer is doing to shake up conveyancing
Love the post. It is so insightful for companies getting stuck in their habits and missing out on the role innovation can have on revenue...
Alessia Del Genio
How Lego built its culture of innovation, brick by brick