Strategic (Marketing) Partnerships
In recent weeks, Emirates Airlines has aligned with the Tourism Authority of Thailand (TAT) as has Qantas Airlines with Tourism Australia. Qantas and Emirates have been global partners since 2013. Both these airlines appreciate the power of strategic alliances.
Whether it’s money, brand alignment or customer access, the benefits of marketing alliances are many as long as the cornerstone of the partnership is shared value.
This isn’t a concept that is only available to the big end of town. It is a model that is adaptable and applicable across industries and business models. From a franchisee/franchisor relationship to a manufacturer and retailer, a joint approach to marketing can reap rewards for both parties.
In the case of Qantas and Tourism Australia the alliance involves joint marketing activities in terms of digital advertising, social media and trade events, as well as the sharing of anonymised customer data to better reach customers intending to travel. The benefits in this are clear, more money for promotions in a collaborative way are likely to yield greater returns on investment. Increased travel to Australia is the goal which boosts Qantas’ passenger numbers and as a benefit to Tourism Australia, more international visitors helps to meet its targets.
This is much the same as the goals of the Emirates and TAT strategic partnership. Emirates which uses Bangkok as a regional hub stands to benefit from travel to the Kingdom as does the Thai economy. It both build the brand of Thailand as a travel destination and the economy from increase in visitor numbers.
It is in part due to strategic marketing and collaborative marketing efforts such as the above that explain why both Australia and Thailand have seen strong double digit increases in their visitor numbers in the last 12 months. As these new partnerships bear fruit, this trend is likely to continue.