Tourism Australia (TA) and Qantas Airways are working with Yahoo! in the UK on a campaign to promote the destination and the airline in a key booking month for long haul travel. TA and Qantas will be giving away one flight each day for the campaign period that begins on 7 January and ends on Australia Day (26 January).
Users of Yahoo! will be invited to enter the competition on a dedicated microsite that has been built specifically for the promotion. The microsite includes itinerary suggestions, information on the experience of flying to Australia with Qantas, photographs of the destination posted on flickr, and a Q&A area where users are encouraged to post and answer each other’s questions related to holidaying in Australia.
In addition to the Yahoo! activity, TA and Qantas are running a co-op advertising campaign from 5 - 26 January with both print and online executions. The campaign is part of a £1.1 million spend on Tourism Australia and Qantas co-op activity in the UK from October 2007 until April 2008.
Each print execution is illustrated with a lead in price of £669 with Qantas Airways. The advertisements also highlight Qantas’ new Premium Economy service.
In Ireland TA and Qantas will be running the Unique Australian Invitation campaign (featuring the line ‘So, where the bloody hell are you?) on TV with a 30 second execution. Qantas will support this activity in Ireland with their own retail print campaign.
Tim Jones, Marketing Manger, UK, Ireland & Nordic comments:
“Tourism Australia and Qantas worked with Yahoo! in January last year and we’re looking to build on the success of that campaign to drive British holidaymakers from a preference towards Australia to a serious intention to visit in the next 12 months. The promotion is part of a bigger campaign with Qantas, and the mix of co-operative online and print activity will ensure our message reaches our target market at a key time.”
Stephen Thompson, Regional General Manager, UK/EMEA for Qantas says:
“The Qantas and Tourism Australia campaigns have always provided us with a great opportunity to communicate to our customers the flexibility and added value of our Qantas fares, as well as our award winning product and service.
Working together again with Tourism Australia and Yahoo on the January 2008 campaign will allow us to reach a larger audience and further demonstrate the benefits of flying with Qantas.”