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$1.2 million airline agreement to increase interstate visitor numbers

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The WA Government has secured a marketing partnership with Virgin Australia to attract more tourists from the East Coast to Western Australia.

The two-year co-operative marketing agreement is the first extended agreement between the airline and Tourism Western Australia, with each party committing $600,000 to the deal. It follows previous successful short-term joint advertising arrangements between the two parties.

The current agreement will see Virgin Australia use its substantial marketing assets to increase awareness of WA as a holiday destination. Campaigns will educate consumers about Perth’s revitalisation, including the increased choice and availability of affordable and quality accommodation and the extraordinary events calendar.

Sale fares and holiday packages promoted through the agreement will also encourage holiday-makers to use Virgin Australia’s network to travel to regional areas of the State, including Broome and Kununurra.

Co-operative marketing agreements to convert core target audiences to visit WA are a key component of Tourism WA’s Two-Year Action Plan, developed to attract more visitors to the State.

During 2017-18, co-operative marketing agreements helped deliver 310,000 additional domestic and international visitors to the State and about $446 million in economic impact.

Source: WA Government

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