VisitCanberra has launched One Good Thing After Another, a new global marketing platform designed to focus on Canberra’s great diversity of visitor experiences and their close proximity to each other.
The first phase of the integrated campaign includes a series of five curated films called ‘Weekend Movie Trailers’ that provide a taste of what a weekend in Canberra can be like – appealing to a diverse range of travel moods.
Following the launch of the movie trailers the second phase will include an Australian first app that allows users to create their own travel video itinerary. Cinema, digital video and display advertising, social, native advertising and search will support the campaign.
Kelly Ryan, group marketing manager at VisitCanberra said: “Research has demonstrated that consumers are time poor so this idea of being able to do more in less time is really appealing, particularly when you are talking about a short break.”
VisitCanberra is investing $2 million across the 2016-2017 financial year to support the platform which will initially target Sydney, regional NSW and Melbourne residents intending to take a short break, with Singapore and New Zealand identified as the top tier international markets.
Its goal is to grow the value of overnight visitor expenditure to $2.5 billion by 2020. Government data indicates that the ACT tourism industry employs 14,700 people and is valued at $1.62 billion.