Tourism Australia and Etihad Airways have deepened their strategic marketing partnership with a significant increase in joint funding for the promotion of tourism to Australia in overseas markets.

Under the new arrangements, Tourism Australia and Etihad Airways will quadruple their spend in the 2014/15 season for what will become their strongest ever push to promote Australia to international leisure and business travellers. This doubles the total value of the original three-year, A$6 million marketing agreement signed in December 2013 to A$12 million.

This additional funding covers a range of joint marketing activities including support for Tourism Australia’s Restaurant Australia campaign, its international media hosting program, Australian Tourism Exchange, and targeted business events in the UK and Europe.

One of the first initiatives funded under the expanded agreement was the recent UK launch of Tourism Australia’s Restaurant Australia campaign, where Australia House in London was transformed into an Australian-themed ‘pop up’ restaurant.

The airline’s support for Restaurant Australia continues this week when it will fly more than 20 of the world’s top food and wine influencers to Australia to take part in the campaign finale – an Australia-wide media famil and a gala dinner at MONA in Tasmania on Friday.

A major broadcast initiative, to air in the UK in early 2015, is also being planned by the partners.