Tourism Australia and Emirates launch joint push

Tourism Australia (TA) and Emirates Airline have launched a joint advertising campaign encouraging Britons to travel to Australia as part of a £2m marketing push.


The campaign, which launches today (September 7), focuses on the convenience of flying to Australia from a range of regional airports with Emirates’ one-stop services via Dubai.

The ads, created by DDB, promote a lead-in fare of £580 to Perth in Western Australia, and directs consumers to visit a website or to contact their local travel agent.

The campaign is part of a £2m spend that TA and Emirates will use to promote Australia this year. The two companies have nearly doubled the combined marketing investment they have committed compared to last year.

The creative will include print, online and outdoor activity, with executions focusing on the “rejuvenating” power of a holiday in Australia. It is also for the first time including radio in its media schedule.

Rodney Harrex, Tourism Australia regional general manager UK and Europe, says: “The use of regional media, ensuring the messaging is targeted to the local audience, is a crucial element of this campaign.

“Given the current economic climate, it is critical for Australia to be active in the market and we remain committed to keeping the destination top of mind in consumers’ minds.”

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email

If you are looking for our Jobs site, please click here