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Emirates announces South Australian partnership

The new marketing campaign will promote South Australia in the UK, Germany, France and Italy

Gulf News

Dubai: Following the arrival of Emirates’ inaugural non-stop service from Dubai to Adelaide on Thursday, the airline on Friday announced a new marketing partnership with the South Australian Government and Tourism Australia.

A joint marketing agreement was signed by Emirates, the South Australian Government and Tourism Australia, which will see marketing activities worth 2 million Australian dollars (Dh7.63 million) promoting South Australia’s tourism credentials across Emirates’ European network over two years.

“Today’s agreement with the South Australian Tourism Commission will achieve valuable returns for both the State and Emirates. South Australia has never had this level of connectivity into Europe, the Middle East and Africa and the early booking profiles demonstrate the power of Emirates’ global network in unlocking previously untapped markets, such as Glasgow, Hamburg and our hub, Dubai,” said Salem Obaidullah, Emirates’ Senior Vice President Commercial Operations, Far East & Australasia.

“We’re investing in South Australia for the long haul, dedicating a Boeing 777-300ER aircraft on the flights to Adelaide, fitted with our highest on-board product offering and employing more than 150 South Australians in airline and airport services.”

“Subject to regulatory approval, the Emirates and Qantas Global Aviation Partnership will offer travellers an even more seamless Australian and international network – including direct connectivity from Emirates’ global network to Port Lincoln and 50 other Australian destinations via Qantas’ domestic network,” Obaidullah concluded.

South Australian Premier Jay Weatherill said the cooperative marketing agreement will help to promote South Australia and the new direct Emirates flights between Adelaide and Dubai.

“Yesterday saw the arrival of Emirates’ first direct flight from Dubai to Adelaide, opening an important tourist and business gateway to the Middle East and Europe,” Premier Weatherill said.

“Today, we’ve formalised a $2 million, two-year partnership with Emirates and Tourism Australia to promote South Australia’s tourism credentials and attract more visitors to the State. This is the latest in a series of initiatives to market South Australia around the world.”

The new marketing campaign will promote South Australia in the UK, Germany, France and Italy.

Emirates’ four flights per week between Dubai and Adelaide began on Thursday and will become daily from February 1, 2013.

“South Australia’s tourism drawcards will be more accessible than ever. The expected economic impact of daily Emirates flights into Adelaide is substantial, generating an anticipated $40 million (Dh147.12 million) in direct expenditure and over 200 jobs over the next two years,” said Premier Weatherill.

Tourism Australia Managing Director Andrew McEvoy believes the new service will prove particularly popular with European travellers, providing direct access to Adelaide and the state’s world class wineries, events and other tourism attractions via the airline’s Dubai hub.

“Emirates has a long association with Australia, and is one of our most committed airline partners when it comes to marketing our country overseas, which gives me a lot of confidence that this new service will become a big success as the message starts to get out,” McEvoy said.