Virgin Atlantic, VisitBritain and London & Partners have announced a new partnership between the three organisations to entice more Australians to visit the UK.

Following strong numbers from Australia over the last five years, the partners have now combined to continue to drive more tourism to London and beyond.

The partnership launches with a co-branded marketing campaign ‘Flying in the face of ordinary to Britain’, offering a special fare to London with a bonus trip to Manchester, Edinburgh or Aberdeen.

Virgin Atlantic general manager Australia and New Zealand, Luke Fisher commented: “Last year was a record year for Virgin Atlantic on the Kangaroo route. Our passenger numbers travelling through to the UK increased by more than 20,000 people and we saw a marked improvement in our market share to London.

“We have developed a strong partnership with Visit Britain in this time and we are excited to be working with Visit Britain again this year and to also welcome London & Partners on-board for this year’s campaign as well. I look forward to the possibilities the partnership can offer.”

Virgin Atlantic celebrated a landmark year in 2012 with the Australian dollar at an all-time high against the British pound.

With significant opportunities in the Australian market to grow holiday tourism to Britain; Virgin Atlantic and VisitBritain stood strong in market with the co-branded ‘Britain is GREAT campaign.

VisitBritain marketing director, Joss Croft, commented: “We’ve seen spend levels grow 52 per cent from the Australian market over the last five years so it’s hugely important to extend our partnership with Virgin Atlantic, our key airline partner linking the UK to Australia.”

“In the last five years the price tag on a London trip from Australia has become more affordable,  allowing more travellers to venture further afield to destinations within Great Britain.

“We’ve seen more than three million Australian visits to London over the past five years, spending around £2.2 billion in the capital.”