The first deal was signed with Alibaba, one of China’s largest e-commerce companies, which provides businesses with online payment and search services. The company has recently launched an electronic transaction site called Alipay, where Chinese consumers can purchase customised travel packages. Under the new, three-year partnership, Australia will become the first overseas long-haul destination to have its own dedicated sales webpage on Alitrip’s website. The portal will be co-branded using ‘There’s Nothing Like Australia’ campaign assets and feature Australian travel packages offered by Tourism Australia’s dedicated network of preferred travel distribution partners in China.
The second deal signed in China was with China Eastern Airlines, which extends an existing memorandum of understanding (MoU) by a further three years and will see the two parties jointly spend up to $11.5 million on campaigns and other marketing activities at a time when the airline expects to significantly expand its services to Australia. A key feature of the agreement will see China Eastern, Tourism Australia and its key distribution partners in China work collaboratively on building and selling travel packages.
The final agreement with Singapore Airlines focuses on business events within the greater China market, complementing an existing MoU already in place between the two parties, which covers the leisure market. Under the new agreement, the two parties will each contribute A$1.35 million towards jointly developing a range of campaigns, marketing and promotion activities within Greater China, targeting MICE agents and corporate buyers.