Canberra in a Can: ‘Third-best city to visit’ launches vending machine campaign

Canberra’s tourism body VisitCanberra is attempting to capitalise on its recent third-place ranking in Lonely Planet’s Best Cities to Visit 2018 list by launching a campaign which highlights the experiences the city has to offer.

Vending machines across Sydney and Melbourne will dispense Canberra in a Can, with the five ‘flavours’ – The Taste Chaser, Culture Vulture, Horizon Broadener, Eventalicious and the Family Funster – offering consumers free experiences, tickets, vouchers and discounts across various Canberra venues.

Canberra in a Can: Consumers can get experiences from vending machines

The integrated campaign will include PR, social and video, and builds on The Works’ earlier Canberra campaign, One Good Thing After Another. The Canberra Cans will be available at Wynyard Park in Sydney on May 25, Centenary Square in Parramatta on May 26, Melbourne’s Federation Square on May 30 and the Melbourne State Library on May 31.

Katherine Fraser, group marketing manager for VisitCanberra said awareness of the city as a potential tourism destination was its biggest challenge.

“By literally putting the huge range of experiences on offer into the hands of consumers, Canberra in a Can demonstrates that Canberra really does have one good thing after another and is a great weekend destination,” she said.

Paul Swann, creative partner at The Works, added: “Canberra offers loads of great experiences, conveniently located close to one another and easily reachable from Sydney or Melbourne. The range of custom drinks cans, filled with tickets and vouchers, that we have created for the campaign enable people to access the best of Canberra in a fun and convenient package.”


Get the latest media and marketing industry news (and views) direct to your inbox.

Sign up to the free Mumbrella newsletter now.



Sign up to our free daily update to get the latest in media and marketing.