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Virgin Australia and Tourism Australia today announced their first major campaign since significantly expanding their marketing partnership late last year.
Tourism Australia announced today it is teaming up with Virgin Australia as well as a number of industry and tourism partners in a new A$4 million campaign targeting the international youth market - a segment which last year contributed nearly A$12 billion in tourism spending and a quarter of all Australia's international visitors.
At the heart of the campaign is a global competition involving six of Australia’s State and Territory Tourism Organisations - each offering their own unique "Best Job in the World" as a winning prize.
Virgin Australia will play a major role in the initiative, using its extensive domestic and international network in conjunction with its airline partners to fly the nominees and winners to land their dream jobs in six key states across Australia.
Virgin Australia Chief Customer Officer Mark Hassell said: “As a proud Australian airline, we are committed to promoting our country at home and abroad as a world-class destination for work and leisure.
“This is a great initiative for us to promote some of the incredible destinations around Australia to which we fly every day.
“With six great jobs on offer, we look forward to flying in the top candidates on our extensive international network to land their dream job. We look forward to welcoming them on board soon”, Mr Hassell said.
Virgin Australia and Tourism Australia entered a Memorandum of Understanding in May 2012 with the intention to collectively spend A$6 million over three years. In December 2012 the two partners varied their MOU by doubling their intended cooperative marketing budget to A$12 million over three years.
The partnership focuses on marketing across traditional and digital media platforms as well as event and sponsorship activities to key markets including the United States, New Zealand, the United Kingdom, Europe and Asia.
For more information about the campaign, visit: www.australia.com/bestjobs.