Perth (TAN): The Government of Western Australia, in collaboration with Tourism Western Australia and Malaysian budget airline Malindo Air, has launched a marketing campaign for the Malaysian market to woo visitors to the Australian state. The co-operative campaign, that will run until June 2020, will promote Perth’s natural beauty and the intriguing experiences the region has to offer.
Targeted at young families, couples and single travellers, the campaign consists of a collection of flight and hotel packages. It will also offer Malaysians affordable flight tickets to Western Australia. Malindo Air operates full-service flights twice daily to Perth. The advertising media for the campaign will include digital, radio, print and editorial, and a dedicated Malindo Air microsite.
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Western Australia’s Tourism Minister Paul Papalia said the campaign is a good opportunity to promote the state as a lucrative holiday destination to a crucial market like Malaysia.
“Visitors can expect a truly memorable visit, with our stunning coastline, vibrant Perth nightlife, host of dining and entertainment options and varied regional areas all just a short flight from Malaysia. Growing tourism is key to the State Government’s plan to diversify the economy, create jobs and develop business opportunities,” he added.
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The deal is part of a global marketing push worth AUD12 million aimed at increasing international visitors to the state. The newest International Visitor Survey results for the year ending March 2019 suggested Malaysia came second in terms of visitor numbers, with 100,200 visitors and fourth in terms of visitor spend, with visitors spending AUD196 million, a release from Western Australia Tourism said.
“Increasing the number of people travelling here from overseas will help achieve those objectives, which is why we committed an extra AUD12 million to Tourism WA’s international marketing activity. It is the biggest international marketing push in the State’s history and we hope to see thousands more people come to WA as a result of this surge in activity,” Papalia said.
