Updated: Jul 21, 2019
Train carriages in Singapore will be plastered with images of WA and joint marketing campaigns will be run with Singapore Airlines and AirAsia X as the McGowan Government seeks to boost Asian visitation.
Tourism Minister Paul Papalia has just returned from Malaysia and Singapore to launch what he described as the first round of campaigns in the biggest international tourism marketing push the State has seen.
Some of the additional $12 million for international marketing included in the last State Budget will be spent on the new Singapore and Kuala Lumpur initiatives, which Mr Papalia expects will bring in up to 50,000 extra visitors.
That includes a $1 million deal with low cost carrier AirAsia X to develop joint marketing campaigns to promote flights to WA in online, print, television, radio and cinema advertising in Malaysia, India, China and Japan.
“We know that well promoted low-cost airfares are a strong drawcard for people to visit Western Australia, and this deal with AirAsia X will provide that in some of our important markets such as Malaysia, India, China and Japan,” Mr Papalia said.
The minister also signed a $5 million, three-year cooperative marketing agreement with Singapore Airlines, which will include discounted airfares, travel packages and marketing campaigns in 10 key international markets serviced by the airline, including Singapore as well as the UK, Germany, India, China, the US, Hong Kong and Japan.
He described Singapore Airlines as “one of the world’s great airlines” and said the deal was a coup for WA.
“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,” Mr Papalia said.
Also in Singapore, the minister signed a deal to have the interior of four train carriages on one of Singapore’s busiest train lines covered in iconic WA images to “captivate the commuter audience” and encourage them to book a WA holiday.
Nature’s Window in Kalbarri, kangaroos on the beach at Lucky Bay, and the wildflowers of Coalseam Conservation Park are all showcased in the marketing, along with Instagram hits like Rottnest’s quokkas, the Coral Coast’s pink lake and Crawley’s blue boat shed.
Singapore is a key international market for Tourism WA, bringing in 82,500 leisure visitors who spent $143 million last year.
New campaigns in the UK, Europe, the US, Indonesia, China and Japan are next on the Government’s hit list.
“It is the biggest international marketing push in the State’s history and we hope to see thousands more people come to WA as a result of this surge in activity,” Mr Papalia said.
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