According to a press release, the regional promotion, Enjoy Australia with Singapore Airlines, targets visitors from Southeast Asia, Hong Kong, Japan, Korea, India and China, and follows hot on the heels of an earlier successful global campaign – "SIA Fabulous Offer".

The campaign will be publicised primarily through promotional television spots on the Discovery Channels and online publicity on the MSN network, and is expected to reach a total of 90 million consumers in the target markets.

“Initiatives like these play a timely and important role in restoring public confidence in air travel,” SIA executive vice president marketing and the regions Huang Cheng Eng was quoted as saying, “We are excited to be working with the ATC to encourage travel to one of SIA’s most important markets. As the largest foreign carriers in Australia, SIA will continue to be a significant contributor to the growth of Australian tourism, and we look forward to forge this strong partnership with the ATC."

"This new campaign is another example of the ongoing co-operation between Singapore Airlines and ATC under our formal MOU. It was made possible by the provision of A$10 million additional funding from the Australian Minister of Tourism to the ATC and forms a key part of the total A$ 20 million worth of new campaigns to revive international arrivals to Australia," ATC executive general manager Asia and Japan Richard Beere was quoted as saying.

"It is also part of ATC’s new Asian campaign under the theme ’Australia –You are Welcome’, which rolls out in Asia & Japan over the next three months to reinforce the Australia’s number one attribute- its warm and friendly people," Beere added.

The Enjoy Australia with Singapore Airlines promotion offers customers the chance to visit Australia at special fares. The tickets will go on sale from July onwards.

The Enjoy Australia with Singapore Airlines promotion will also be enhanced by an online quiz on Australia that can be found on the Website australia.singaporeair.com. Participants stand a chance to win SIA Raffles (business) Class tickets to any SIA destination in Australia, with a five-night stay at a five-star hotel. The online contest will run from 30 June 2003 to 17 August 2003. Visitor information on Australia will also be available on the Website from 30 June 2003 until 21 September 2003.

As part of its business recovery programme, SIA has been working with regional tourism authorities to revive demand for air travel. Together with local industry partners, it has also been actively involved in hosting numerous foreign media and trade groups in promoting travel in the region.

The Australian Tourist Commission is a Commonwealth Statutory Authority with the charter to promote Australia as a tourist destination in over 40 countries.

The SIA Group network, including services operated by SIA's regional airline subsidiary, SilkAir and Singapore Airlines Cargo, extends to 86 destinations in 36 countries.