Darwin International Airport wins Routes Asia Marketing Award

AUSTRALIA. Darwin International Airport (DIA) has won the Routes Airport Marketing Award for the Asian region, with judges highlighting its recent ‘It’s Stupid to Fly Backwards’ marketing campaign as a key achievement.

Voted for and judged by airlines, the Routes Marketing Awards celebrate airports’ efforts to attract and retain airline customers and are regarded as one of the industry’s leading accolades. DIA first won the award in 2012, when its route development and airport marketing was judged among the best in Asia. This was followed by two consecutive wins at the World Routes events in 2012 and 2013.

Northern Territory Airports Director Commercial and Aviation Development Jim Parashos, who accepted the award at the ceremony, said continuing success at this level demonstrates how DIA’s route development strategy is building Darwin’s profile in the region.

“DIA often has to work much harder than larger airports to get the attention of airlines in a pretty competitive market, which is how initiatives such as our ‘It’s Stupid to Fly Backwards’ campaign come about,” Parashos said.

“The aim of the campaign was to support our international airline customers to grow passenger numbers from alternative markets in Northern Australia, and we’re thrilled that they see the value in making these bold moves.

“With Malaysia Airlines, Indonesia AirAsia and Philippine Airlines coming into the market in 2013, and with Singapore Airlines’ regional arm SilkAir continuing to provide valuable international connections, DIA is continuing to develop its links with Asia and now offers passengers a real choice of airlines, airline models, alliances and onward global connection opportunities,” he concluded.

In another win for Australia, Tourism Australia claimed the Destination Marketing Award for its joint campaigns with airlines, state tourism and Australian airport partners such as Northern Territory Airports.