Brisbane Airport Corporation (BAC) and Brisbane Marketing (BM) have entered into a three year multi-million dollar partnership to boost recognition of Brand Brisbane to international audiences, further enhancing Brisbane’s position as an international gateway to Australia.
The partnership injects critical new funding from BAC, matched by BM, into a multi-faceted marketing program focusing on international aviation opportunity markets, in an effort to stimulate and drive preference for Brisbane as a leisure, education and business destination.
Target markets have been carefully selected through a detailed market and aviation data analysis, and will include the ASEAN region (Singapore, Malaysia, Thailand, Vietnam, Philippines and Indonesia), followed by North America, and India, with the possibility of new markets being introduced over time.
In the initial stages, the types of activity undertaken will include the establishment of international representative resources to market Brisbane, cooperative marketing campaigns with airline partners to drive sales, the introduction of new travel trade cooperative marketing activities, and in- language digital and social media content development to allow the city to promote itself effectively in new markets.
Gert-Jan de Graaff, BAC Chief Executive Officer, said the partnership and program will build on the great work done to date in increasing Brisbane’s reputation as a desirable international leisure tourism destination.
Lord Mayor Graham Quirk said Brisbane continued to receive record numbers of international visitors and their spending in the city had reached an all-time high.