Bob Kucera

Bob Kucera

Former Minister for Disability Services; Sport and Recreation; Citizenship and Multicultural Interests; Seniors

    Partnership offers 'priceless opportunities'

    2/05/2004 8:15 AM

    Western Australia will receive a huge boost to its tourism industry as a result of a ground-breaking agreement signed today by the Western Australian Tourism Commission and MasterCard International.

    The agreement will allow for a marketing alliance between the two organisations in the Asia Pacific region.

    Tourism Minister Bob Kucera said the agreement would give WA 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 WA 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 WA tourism operators and the industry overall.”

    The Memorandum of Understanding was signed between MasterCard International’s President Asia Pacific, Middle East and Africa, Mr Andr� 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 WA 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 WA 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 WA 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 WA holiday packages and experiences," he said.

    Last year WA received 204,000 tourists from the Asia region, who stayed for a total 4.6million nights and spent nearly $500million. (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.

    Marketing Alliance Examples

    MasterCard member banks regularly launch new cards aimed at a variety of market segments, including women, golfers, families, and working couples. The WATC will work with local tour operators to provide unique travel and event experiences suited to these segments. MasterCard member banks will offer the unique packages to new and existing card holders.

    For example
    • a ‘women’s’ MasterCard credit card could be launched to appeal to the woman who wants privileges and promotions. The card launch campaign would typically include TV, radio, press and direct mail to promote the benefits of the card. Some of the promotions could include ‘Priceless Pamper Packages’ to Perth offering three days of indulgence, as well as fashion, food, wine and entertainment in one of the world’s most picturesque, safe cities.
    • a ‘Perth Priceless Golf Package’ could be the focus of a card usage campaign where cardholders could be offered exclusive discounts and value adds (eg Margaret River wine) for a three-day package to play on some of the best courses in Australia while receiving golf tuition package from a club professional. The imagery of WA golf courses, food and wine could be featured in direct marketing.
    • unique ‘Priceless Platinum Packages’ will be developed for new and existing MasterCard cardholders. These would be the ultimate luxury getaways that combine the best that Perth and the South-West has to offer. This package would focus on the finer things in life with secluded accommodation, award winning wines and gourmet foods. It could include an exclusive full day winery tour with a personal driver and shopping excursions to local galleries.
    Minister’s office: 9213 7000