Qantas and STB sign $5 million marketing tie-up

Qantas, Singapore Tourism Board (STB) and Singapore’s Changi Airport today announced a SG$5 million (US$3.81 million) marketing partnership to promote the Lion City as a tourism destination and connection hub.

The three-year deal will see a series of joint marketing campaigns in Australia, the UK and Southeast Asia to promote Qantas services via Singapore. It comes after Qantas’ decision to revive its Sydney-London flight via Singapore from 25 March.

Australia and the UK are key markets for STB, and its CEO Lionel Yeo said the agreement will help drive more tourism to and through Singapore.

“This new partnership builds on STB’s approach of cultivating strategic partnerships with airlines and industry partners to promote Singapore, grow visitor arrivals and achieve tourism success,” he said.

For Qantas, Singapore is the airline’s largest hub outside Australia, and the partnership aligns with Qantas’ desire to grow its presence in the Asia travel market.

Qantas Group CEO Alan Joyce said: “The deal will allow Qantas to better leverage our powerful partner network in the region, which includes three Jetstar branded carriers that connect to our flights through Changi, providing more destinations for more customers.”

According to The Straits Times, this marketing partnership is STB’s first with an airline other than Singapore Airlines.