Qantas and Tourism Australia reunite with landmark $20m deal

Airline and promotional marketing body end the feud and reconnect with a multi-million deal that includes first-party data sharing

Qantas CEO, Alan Joyce (left) with Tourism Australia MD, John O'Sullivan
Qantas CEO, Alan Joyce (left) with Tourism Australia MD, John O'Sullivan

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.

http://www.cmo.com.au/article/596735/tourism-australia-digital-chief-flags-data-sharing-partnerships-priority/

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

Join the newsletter!

Or

Sign up to gain exclusive access to email subscriptions, event invitations, competitions, giveaways, and much more.

Membership is free, and your security and privacy remain protected. View our privacy policy before signing up.

Error: Please check your email address.
Show Comments

Latest Videos

Conversations over a cuppa with CMO: ABC's Leisa Bacon

In this episode of Conversations over a Cuppa with CMO, ABC's director of audiences, Leisa Bacon, shares how she's navigated the COVID-19 crisis, the milestones and adaptability it's ushered in, and what sustained lessons there are for marketers as we start to recover.

More Videos

Hi everyone! Hope you are doing well. I just came across your website and I have to say that your work is really appreciative. Your conte...

Rochie Grey

Will 3D printing be good for retail?

Read more

Zero proof spiritsUsa since 2011 www.arkaybeverages.com🤪🤟

Sylvie

How this alcohol-free spirits brand rode the health and wellness wave

Read more

okay this a good newsmaybe i gonna try it

kenzopoker1

CMO's top 8 martech stories for the week - 9 July 2020

Read more

Very insightful. Executive leaders can let middle managers decide on the best course of action for the business and once these plans are ...

Abi TCA

CMOs: Let middle managers lead radical innovation

Read more

One failing brand tying up with another failing brand!

Realist

Binge and The Iconic launch Inactivewear clothing line

Read more

Blog Posts

MYOD Dataset: Building a DAM

In my first article in this MYOD [Make Your Organisation Data-Driven] series, I articulated a one-line approach to successfully injecting data into your organisation’s DNA: Using a Dataset -> Skillset -> Mindset framework. This will take your people and processes on a journey to data actualisation.

Kshira Saagar

Group director of data science, Global Fashion Group

Business quiet? Now is the time to review your owned assets

For businesses and advertiser categories currently experiencing a slowdown in consumer activity, now is the optimal time to get started on projects that have been of high importance, but low urgency.

Olia Krivtchoun

CX discipline leader, Spark Foundry

Bottoms up: Lockdown lessons for an inverted marketing world

The effects of the coronavirus slammed the brakes on retail sales in pubs, clubs and restaurants. Fever-Tree’s Australia GM Andy Gaunt explains what they have learnt from some tricky months of trading

Andy Gaunt

General manager, Fever-Tree Australia and New Zealand

Sign in