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Tourism Western Australia enters into a AU$5 million marketing arrangement with SIA

Australia’s Minister for Tourism Paul Papalia has signed a three-year global cooperative marketing arrangement worth $5 million with Singapore Airlines to promote Western Australia as a tourist destination.

This will involve sales and marketing campaigns in 10 key international countries including China, Hong Kong, India, Indonesia, Japan, Malaysia and Singapore. The campaigns will include promotional airfare and travel packages, communicated via digital, print and television advertising.

Speaking about the initiative, tourism minister Paul Papalia said: “Our partnership with Singapore Airlines, which dates back to 1999, will be extremely important in attracting more people to Western Australia, from all across the globe. 

“The aim is to fill those planes through promotional airfares and offer visitors adventure-filled travel packages so they can experience all our amazing state has to offer while they’re here. 

“Increasing the number of people travelling here from overseas will help us achieve just that, which is why we committed an extra $12 million to Tourism WA’s international marketing activity.”

In a further attempt to drive Western Australia as a destination, Tourism WA has tied up with the Singapore-based Dynasty Travels. The campaign involves a branded MRT station at Serangoon and four carriages of a train filled with images promoting the destination. Singapore is considered a key international market for Tourism WA. In 2018, 82,500 leisure visitors from Singapore spent $143.7 million.

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