Destination BrandWatch: Airlines Teaming Up with Destinations

Tourism Australia and Singapore Airlines launch marketing campaign

An £800,000 advertising campaign to help boost tourism from the UK to Australia in the wake of flooding in Queensland and wildfires in Perth has started.

The joint Tourism Australia Singapore Airlines national ad push runs for a month on TV and online.

Each advert directs consumers to find out more at www.australia.com/singaporeairlines or from their travel agent.

The TV ad is a 40 second spot expected to reach 21 million of the target audience. This is supported by online spots on travel portals and social media channels.

Tourism Australia UK and Northern Europe regional general manager Rodney Harrex said: “2010 was a tough year for the travel industry yet our visitor figures out of the UK market were stable compared to 2009.

“This shows the ongoing support for Australia from British holidaymakers, who are attracted by the range of diverse experiences. This campaign will help to ensure that the demand for Australia continues through 2011 in the UK.”

Source: www.travelweekly.co.uk

Find out more: www.australia.com

JetBlue Airways' "I Heart Blue York" aircraft livery for New York City

New York-based JetBlue Airways (Nasdaq: JBLU), in partnership with Empire State Development (ESD),  immortalized its hometown status with the unveiling of an Airbus A320 aircraft, aptly named “I HeartBlue York,” featuring the airline’s co-branded trademark with New York State’s iconic I LOVE NEW YORK tourism campaign and logo. The newly branded aircraft was revealed to hundreds of crewmembers at JetBlue Airways’ home base at New York’s John F. Kennedy International Airport by CEO Dave Barger.

Designed in collaboration with the logo’s original creator, Milton Glaser, the co-branded trademark features a deliberate intersecting of the popular I LOVE NEW YORK phrase with the famous red heart and the JetBlue logo. The logo is placed on both sides of the aircraft’s tailfin. When viewing the aircraft from its left side, the JetBlue logo appears prominently with the red heart. On the right side of the aircraft, the logo is rotated, showcasing the I LOVE NEW YORK logo more prominently.

In addition, short films to promote tourism for New York State will be shown on JetBlue’s in-flight seatback program this month. In partnership with ProMotion Pictures, New York State’s iconic tourism campaign worked with teams of students at New York University’s Tisch School of the Arts Graduate School of Film to create the films. To find out more and to view the films visit http://www.iloveny.com/.

Created in 1975, the I LOVE NEW YORK logo is an icon recognized around the world. While it has often been imitated, this is the first time the powerful logo has been adapted and co-branded for joint use with another entity.

Read More: thebeat.iloveny.com

Etihad Airways launches Essential Abu Dhabi Airbus A330-300

Etihad Airways has taken its recently launched 'Essential Abu Dhabi' marketing campaign to new heights, with the unveiling of special 'Visit Abu Dhabi in 2011' livery on an Airbus A330-300 aircraft, which is set to take the message to Etihad's destinations around the world.

Key partners of the initiative, which aims to enhance the emirate's position as a leading tourism and MICE (meetings, incentive travel, conferences and exhibitions) destination, including the Abu Dhabi Tourism Authority, and Abu Dhabi media representatives, were also on board.

The unveiling of the three-class A330-300 aircraft, which features the airline's new Diamond First Class cabin and which will fly to London, Geneva, Frankfurt, Paris and Mumbai as part of the Essential Abu Dhabi campaign, is just the start of a number of high profile promotional activities planned in the coming months.

Peter Baumgartner said: "The unveiling of this new aircraft livery with our message to the world to come and Visit Abu Dhabi further underlines our commitment to the growth and awareness of Abu Dhabi, not only as a tourist destination but as a place to do business in a dynamic and friendly environment.

"Since we launched the Essential Abu Dhabi marketing campaign with our partners, we have seen a tremendous amount of excitement and interest from people right across the globe, as well as with local audiences."

The initiative, which for the first time brings together all of Abu Dhabi's major tourism operators, is designed to promote the very best the UAE's capital has to offer through a wide range of deals in its hotels, dining outlets, shops, adventure parks, cultural attractions and sports facilities.

The website provides dedicated pages for hotels, restaurants, Yas Island, entertainment, shopping, arts and culture, adventures and golf, while an 'Essential Abu Dhabi' on-board brochure is available for passengers to pick and choose from.

"We wanted to provide a convenient 'one stop shop' that will serve as both a directory for the city whilst providing exclusive offers on a range of products and services for our visitors."

Source:www.eturbonews.com