Brand Canberra wants Australia to embrace “new way of thinking” about the city

Canberra has launched a campaign led by a two-and-a-half minute motivational video aimed at encouraging residents to embrace a “new way of thinking” about Australia’s capital city.

The ‘Brand Canberra’ initiative aims to move how the city is talked about into a new phase following it celebrating its centenary, addressing perception issues for the city by highlighting its strengths.

A series of talking heads appear in the video explaining why they love living in the city, while a new logo CBR has also been created to represent the brand.

The campaign, developed by Generation Alliance and Coordinate, is supported by a website which outlines the plans to “create a powerful brand for Canberra. Not just a logo. But a whole new way of thinking and talking about ourselves”.

The website, built by CRE8IVE, asks people in Canberra to get involved to push the brand and make it successful, with the key message: “The most important thing to change is your thinking. Think it, believe it, and you’ll change the way you talk about Canberra. Then others will believe it too.”

It also outlines the “five key values that, in combination, make Canberra unique”:

  • Ideas
  • Free spirit
  • Challenge
  • Discovery
  • Quality of life

“Brand Canberra” is asking for individuals and organisations in the city to embrace the brand, saying “the more the brand is proudly embraced by people here, the more it will be seen beyond our boundaries and the greater effect it will have.” It’s asking for people to get involved to “play an active role in how this story unfolds.”


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.