Western Australian Tourism Commission and MasterCard International in Strategic Marketing Alliance

The Western Australian Tourism Commission today signed a Memorandum of Understanding with MasterCard International to allow for a strategic marketing alliance between the two organisations in the Asia Pacific region.

Tourism Minister Bob Kucera said the agreement would give Western Australian tourism the type of exposure it could never achieve on its own.

"This is a significant partnership arrangement that will see MasterCard International, and its member financial institutions, use Western Australian travel images in their advertising and promotions," he said.

"Initially, the partnership will focus on marketing activities in China, Hong Kong, Singapore, Malaysia, Japan and Australia.

"MasterCard, together with its member banks, invests many millions of dollars in each country in payment card marketing. It is anticipated that this alliance will allow the Tourism Commission to share in multi-million-dollar marketing campaigns each year across the Asia Pacific region.

"Being linked to this exposure will provide enormous benefit to Western Australian tourism operators and the industry overall."

The Memorandum of Understanding was signed between MasterCard International's President Asia Pacific, Middle East and Africa, Mr André Sekulic, and Tourism Commission Chairman, Mr Alan Mulgrew.

"This really is a 'priceless opportunity' to leverage the marketing activities of big financial organisations whose customers have the ability to travel to Western Australia frequently," the Minister said.

"The Tourism Commission will work with the in-bound tourism industry to provide Mastercard and its financial institution partners with promotions, packages and prizes suitable for several key markets, including: women, golfers, and couples and families looking for long weekend get-aways.

"The promotions will centre on the very best that Western Australia has to offer, including major events on the See It Do It calendar, wine, fine food, luxury cosmetic and spa products, golf tuition, and quality accommodation.

Mr Sekulic said that MasterCard was pleased to work with the Western Australia Tourism Commission on the marketing alliance.

"This alliance fits perfectly with MasterCard's strategic focus on travel, retail and lifestyle," he said.

"Both MasterCard and the Tourism Commission bring to the table strong marketing capabilities. It's a win-win situation, especially for the MasterCard cardholder who will be offered exclusive Western Australian holiday packages and experiences," he said.

Last year WA received 204,000 tourists from the Asia region, who stayed for a total 4,605,000 nights and spent nearly $500,000,000. (Bureau of Tourism Research, International Visitor Survey, 2003).

The Minister said the initial agreement was for two years, but it would be reviewed each year and automatically extended if it proved successful for all parties. It is anticipated that the partnership will extend into the Middle East and European markets next.