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Uniquely Aussie Experiences

Tourism Australia partners with Malaysia Airlines to launch Only in Oz Holidays campaign

eTN Staff Writer  Mar 10, 2010

Tourism Australia, in partnership with Malaysia Airlines, announced its upcoming "Only in Oz Holidays" campaign today. The campaign will see the promotion of Malaysia Airlines’ special fares to Australia, as well as exclusive land packages and bonus offers that include a range of "Only in Oz" holiday experiences, i.e., experiences that travelers can only enjoy in Australia and nowhere else.

These packages and offers have been put together in collaboration with various Australian state tourism organizations and Aussie Specialist travel agents, and will be launched at the upcoming MATTA Fair 2010 (Hall 2, Booths 2184 to 2198), and be valid for booking until September 2010. Details of these offers and "Only in Oz" experiences can be found on .

The "Only in Oz Holidays" campaign is aimed at strengthening Australia’s appeal against other destinations and is targeted at first-time travelers to Australia who are "experience seekers," i.e., travelers who prefer independent travel and are looking for a holiday with a difference.

“We believe our uniquely Aussie experiences, especially those to do with nature and adventure – areas that Australia has an edge in - will attract consumers and set us apart from other destinations,” said Maggie White, regional general manager for south/southeast Asia and Gulf countries, Tourism Australia. She added: “Our collaboration with Malaysia Airlines, as well as with our state counterparts and Aussie Specialist travel agents, is a prime example of how Tourism Australia tries to get the travel industry working together to deliver the best travel choices to consumers. We are particularly excited about our partnership with Malaysia Airlines and are confident that travelers will find great value and savings in the many offers under our joint ’Only in Oz Holidays’ campaign.”

Malaysia Airlines Assistant general nanager of sales, Malaysia and Brunei, Azman Ahmad said: “Malaysia Airlines is delighted to be working with Tourism Australia on the ‘Only in Oz’ campaign, offering more direct flights to Australia.

“In conjunction with this partnership, we are offering all-inclusive one way fares from as low as RM649 to Australia. For more details, look out for our Aussie travel specialists and Internet booking engine during the upcoming MATTA Fair from March 12-14,” he said.

Malaysia Airlines flies non-stop between 5 Australian major cities: Melbourne, Sydney, Perth, Adelaide, and Brisbane. The carrier currently operates daily flights to Melbourne, Sydney, and Perth. It also offers four (4) weekly flights to Adelaide and five (5) weekly flights to Brisbane via Sydney.

“Customers will be pleased to know we will also soon be introducing 2 new weekly direct flights to Brisbane starting March 28. The flight on Fridays and Sundays will complement its current 5 times weekly flights from Kuala Lumpur to Brisbane via Sydney. In addition, we will also be increasing frequencies to Perth, resulting in a total of 10 flights weekly,” he said.

“For long-haul flights, customers want the assurance of comfort, convenience, and seamless travel, which Malaysia Airlines provides. With that in mind, we also offer customers added connectivity within Australia via codeshare flights with Virgin Blue. With this, customers can conveniently connect to another 21 Australian cities, including Hobart, Cairns, and Darwin, with a single ticket issued by Malaysia Airlines,” he said.

Malaysia is currently the seventh largest inbound market for arrivals to Australia, while Australia is the third most popular outbound destination for travellrs from Malaysia. For the year ended 2009, Australia saw 211,500 visitors from Malaysia, a fantastic increase of 24 percent from the previous year. “We see Malaysia as a very important market for Australia, given its vibrant aviation scene and a young population with a high propensity to travel. Traditionally, we have seen more Chinese travelers from Malaysia, but the Malay segment is definitely one with huge potential, and we are going to do more to ensure that Australia gets into the consideration set amongst this segment of travelers,” said White.

As part of its efforts to court the Malay travelers in Malaysia, Tourism Australia has launched the Malay language version of its consumer website ( In addition, an inspirational Muslim Traveller’s Guide to Australia (published by KasehDia Halal Guides) will soon be available in both English and Malay languages through all Aussie Specialist travel agents. The guide – an ideal reference for Muslim travelers planning a holiday to Australia – will also be available for download from . Besides informing the reader about interesting facts on Australia, such as its Muslim heritage in each state, and "Only in Oz" things to do, places to see, shop, and stay in Australia, the guide will also provide suggested listings of selected mosques and halal eateries.

Tourism Australia partners with Malaysia Airlines to launch Only in Oz Holidays campaign
Azman Ahmad, Maggie White (2nd & 3rd L) & MAS cabin crew with SpongeBob SquarePants & Patrick Star

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