OREANDA-NEWS. Qantas today announced a new partnership with Hobart's Museum of Old and New Art (MONA), designed to increase visitors to both the museum and Tasmania.

Qantas Group Executive Brand, Marketing and Corporate Affairs Olivia Wirth said the airline was pleased to partner with the unique and incredibly popular art museum.

“We are extremely proud as Australia's national carrier to partner with MONA and drive visitors from both Australia and overseas to experience this fantastic museum,” said Ms Wirth.

“This sponsorship demonstrates new ways of working with the Australian tourism industry and reinforces our position as the as the largest single private investor in Australian tourism.

“We'll be working with MONA to provide our customers with special promotions and packages to purchase tickets for MONA exhibitions and festivals.”

Leigh Carmichael, MONA Creative Director said the partnership is an important show of confidence in the Tasmanian tourism sector.

“As a new cultural brand, we like the idea of partnering with a distinguished Australian icon. Large sponsorships of this nature are difficult to secure, and are particularly important for Tasmania,” said Mr Carmichael.

“We feel it will reflect well on both our organisations. This partnership is a great opportunity to reach more potential visitors and attract them to Tasmania and MONA, further strengthening Hobart as a leading cultural destination.”

“To celebrate the partnership, from October to November we will offer Qantas customers two-for-one tickets upon presentation of their Qantas boarding pass or Qantas Frequent Flyer membership card at museum reception.”

MONA founder David Walsh said the partnership is a new experience for both partners and he hoped both would benefit.

“The moment of relaxation as I settle in a Qantas seat gives me a sense of security and quietude that I haven't encountered elsewhere,” said Mr Walsh.

Qantas operates 21 return services a week between Hobart and Melbourne, one daily return service been Hobart and Sydney. Qantas also operates 28 return services between Launceston and Melbourne a week and 27 return services a week between Devonport and Melbourne.

Last week, Qantas announced a USD 4.35 million tourism cooperative agreement to promote Tasmania internationally and within Australia. The joint marketing agreement will target potential visitors from the United Kingdom, Hong Kong, Singapore and mainland Australia. The partnership with MONA is a stand-alone partnership does not form part of the agreement with Tourism Tasmania.

Recently, QantasLink announced the upgrade of its Boeing 717 jets with Business Class and in-flight entertainment for all passengers. The upgraded 110-seat jets will be used on all Hobart - Sydney and Hobart - Melbourne flights from mid-2014, with the B717 aircraft size and configuration ideally suited to these routes. The jets will have market-leading seats, premium food and drinks and exceptional onboard service.