Queensland and Qantas team up for "milestone marketing agreement " to promote state tourism

By Steven Raeburn | N/A

July 11, 2013 | 4 min read

Qantas and the Queensland state Government have signed off on a $12 million cooperative marketing agreement to promote the State's tourism destinations.

The deal last for three years, and is described as a “milestone marketing agreement and the largest tourism and events airline partnership in the State's history,” by Jann Stuckey, minister for tourism, major events, small business and the Commonwealth Games.

Getting Queensland tourism off the ground

"Qantas' strong international brand and premium product and service make it an ideal partner to promote Queensland's tourism destinations from the Gold Coast to the Great Barrier Reef and many others to the world,” Stuckey said.

“The global partnership will deliver great dividends for Queensland, particularly in attracting more visitors from the State's key international markets including New Zealand, United States, Asia, the Middle East and the United Kingdom.

"The agreement will see Queensland promoted internationally and domestically as one of Australia's premier holiday and events destinations and formalises current marketing activity undertaken by TEQ and Qantas including international advertising, marketing and publicity campaigns and international trade shows and events.

The latest marketing news and insights straight to your inbox.

Get the best of The Drum by choosing from a series of great email briefings, whether that’s daily news, weekly recaps or deep dives into media or creativity.

Sign up

"It also provides a platform to explore new ways to jointly promote tourism to Queensland particularly through digital and social media.

"Within Australia, the focus will be on boosting domestic business and premium leisure travel to the State as well as encouraging more interstate visitors to Queensland's regional destinations accessible via the airline's extensive domestic network."

Qantas chief financial officer Gareth Evans said: “Qantas will be working hand in hand with the Queensland Government, towards a simple goal - to increase visitor numbers.

"The Qantas Group services more destinations in Queensland than in any other state in Australia and brings millions of business and premium leisure visitors to Queensland every year.

"We are proud to connect Queensland to the world and we look forward to strengthening that connection.

"This $12 million deal will build on the benefits from Qantas' new global partnership with Emirates, which makes it much easier for travellers from the United Kingdom, Europe, the Middle East and North Africa to fly to places like the Gold Coast and Cairns.”

The deal is part of a plan to grow overnight visitor expenditure to $30 billion by 2020.


More from Advertising

View all


Industry insights

View all
Add your own content +