Tourism Australia has signed a three-year marketing partnership with Expedia Media Solutions to help boost inbound visitors -- primarily Americans and Britons in the first year.
The direct marketing organization has never made a deal like this with a global online travel conglomerate before.
The move coincidentally comes after last November's regulatory approval of parent company Expedia Inc's acquisition of Wotif, the largest home-grown online travel agency Down Under.
Tourism Australia managing director, John O'Sullivan, said in a statement:
“Our research shows that our target customers are increasingly turning to online travel agencies when it comes to booking travel which makes Expedia an ideal conversion partner, particularly from our recently revamped australia.com website.
Partnerships are critical to Tourism Australia in terms of us increasing our customer reach, providing cut-through for our destination messaging and, ultimately, making it easier for consumers to plan, book and buy quality Australian tourism products.”
Expedia Media Solutions has helped other DMOs, such as its campaign for Argentina and its campaign for Mexico.
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