A renewed $6 million partnership with Tourism & Events Queensland saw a Commonwealth Games-themed store takeover at a Flight Centre branch in Glasgow.
The Gold Coast 2018 Commonwealth Games, which runs from April 4, will be the largest sporting event in Australia this decade.
Yesterday’s celebrations at the Gordon Street agency in Glasgow coincided with Flight Centre renewing a global marketing partnership with Tourism & Events Queensland for a further three years.
The deal builds on a previous agreement that delivered a 38% rise in sales at travel expos in the UK and New Zealand.
The 2017-2020 marketing pact will focus on Tourism & Events Queensland’s key regions including the UK, New Zealand and Canada.
Activity will include marketing campaigns, consumer promotions, travel agent education and training, product growth and event support.
Flight Centre retail managing director, Alison Zacher, said: “The first three years of our Tourism and Events Queensland partnership has been a huge success and we’re delighted to be continuing for another three years.
“Since we began our partnership in 2014, we have not only grown holiday sales to the state but also truly cemented Queensland into Flight Centre’s business strategy.
“We look forward to continuing to grow both the volume and the quality of these tailor-made holidays for our customers.”
Jane Nicholson, UK, Ireland and Nordic region international director at Tourism and Events Queensland, added: “We were delighted to kick start our renewed partnership with Flight Centre in such a glittering way; bringing a slice of the Gold Coast to Glasgow.
“The campaign theme ‘There’s so much competing for your attention’ perfectly sums up Queensland, what with its must-see destinations, delicious food, memorable activities and views for days.
“The Gold Coast alone has over 70 kilometres of stunning beaches, 100,000 hectares of world heritage listed rainforest, theme parks, wildlife sanctuaries, great shopping and award-winning restaurants, proving it won’t just be the Commonwealth Games that will be ‘competing for your attention’ on a holiday here.
“Flight Centre continues to be the perfect partner for us to showcase this to the UK traveller, as we look to continue to grow interest and bookings to the Gold Coast and, of course, the wider Queensland destination.”