Virgin to help promote trips to Australia by Cheap Flights Booker UK

Virgin has teamed up with Australia"s national tourist board on a AU$6m (£3.8m) marketing deal designed to promote trips to the country.

The two organisations will collaborate over the next three years on a range of joint advertising and promotional activities focusing on overseas markets including the UK, New Zealand, the United States and continental Europe.

Both traditional and digital media platforms will be incorporated into the campaign, as well as various events and sponsorship initiatives.

Tourism Australia managing director Andrew McEvoy said it is important for the agency to collaborate with airlines to encourage overseas travel to the country.

He added: "In today"s global village - with unprecedented destination competition - arrangements such as this with Virgin Australia and their global alliance partners is a massive value-add."

The airline claimed that it is now a "serious player" in Australia"s inbound tourism market, largely thanks to its tie-ups with leading international carriers such as Air New Zealand, Delta Air Lines, Etihad Airways and Singapore Airlines.


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