Tourism Australia is running two new campaigns with airline partners in the United States and Canada in order to promote travel to Australia from these countries.
From February to March the partnership they have formed will integrate with Virgin Australia and will highlight the coastal and aquatic attractions that have been the focus of previous campaigns, reports the Tourism Australia website.
A recent campaign that has been launched by the tourism body is There's Nothing Like Australia, which sees a video showcase a wide range of coastal sights of the country and features a voiceover from Chris Hemsworth - Hollywood actor and citizen of Australia.
These new partnerships are a new leg of the same campaign and Tourism Australia will be running the new information across digital, social media and print advertising channels in the United States.
For the partnership with Canada, Tourism Australia and Tourism and Events Queensland have teamed with Air Canada to support the airline's new service between Vancouver and Brisbane.
This new service is available all year round; it's non-stop, and it will begin from 1st June this year.
A digital campaign to support Air Canada's new route will run until the 29th February but the partnership plans to run a second phase during April, ahead of the launch of the flight service.
Tourism Australia's partnership with Virgin Australia will be seen across many large press channels, including The New York Times, Facebook, Instagram and YouTube. There are also plans for the campaign to reach various advertising networks.
The idea behind the partnership to promote Virgin Australia came from a previous success in 2015, when a similar partnership caused a 28 per cent spike in bookings with the airline.
As Tourism Australia will be working with Air Canada, its digital campaign will also be available in French, and the whole campaign will be rolled out via Yahoo Native, The Weather Network and aquatic and coastal videos on Facebook.
For further promotion, Air Canada will be screen Tourism Australia's There's Nothing Like Australia film on its in-flight entertainment channels.