VisitCanberra has launched a new global marketing platform, One Good Thing After Another, created by The Works. The platform aims to focus on Canberra’s diversity of visitor experiences and their close proximity to each other.
The campaign is a long-term play for VisitCanberra, rolling out in Singapore and New Zealand in addition to other key markets in Australia, with an overall goal of growing the value of overnight visitor expenditure to $2.5 billion by 2020. It will sit alongside the VisitCanberra and CBR brands.
The first phase of the integrated campaign includes a series of five curated films called ‘Weekend Movie Trailers,’ which provide a taste of what a weekend in Canberra can be like, from bike riding to delicious desserts and hot air ballooning.
Director and creative partner at The Works, Douglas Nicol, says: “The integrated campaign will showcase the best Canberra has to offer and in phase two we will be launching something that’s not been done before in Australian tourism marketing.”
Following the launch of the movie trailers the second phase will include an app that allows users to create their own travel video itinerary; a move VisitCanberra says is an Australian first.
VisitCanberra group marketing manager Kelly Ryan says the spots were developed after research showed that consumers are time-poor and want to fit more into their holiday.
Maxus Communications Australia is managing the media planning for the campaign, targeting busy commuters at key points with 60-second videos.
VisitCanberra is investing $2 million across the 2016-2017 financial year to support the platform, which will be supported by cinema, digital video and display advertising, social, and native advertising.
The Works was appointed by VisitCanberra in November last year. One Good Thing After Another follows The Work's previous two campaigns, 'Human Brochure' and '101 Local Humans' campaigns.
Have something to say on this? Share your views in the comments section below. Or if you have a news story or tip-off, drop us a line at firstname.lastname@example.org