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.
Gert-Jan de Graaff, BAC Chief Executive Officer,former CEO and President of JFKIAT at JFK Airport, 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.
“This partnership and the commitment of significant additional funding by BAC and BM represents a significant turning point in the ability of Brisbane to market itself internationally.
“Over the past few years and for several more to come there has been significant infrastructure development and tourism product enhancement within the city of Brisbane, so the time is right to further enhance the international marketing capabilities of the city, in order to drive future passenger growth.
“It’s about securing additional aviation connectivity for the city by supporting existing aviation partners through further expansion or increases in frequency, as well as developing new international routes, establishing new airline services and building Brisbane as the nation’s gateway,” Mr de Graaff said.
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.