VisitCanberra launches ‘One Good Thing After Another’ campaign by The Works
Tourism authority VisitCanberra has a launched a new campaign for the nation’s capital built around the idea of ‘One Good Thing After Another’.
The campaign, created by creative agency The Works, includes a series of five, curated one-minute films aimed at providing insight into the diversity of spending a weekend in Canberra.
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Douglas Nicol, director and creative partner at The Works, said: “Canberra is a destination that has a wide variety of experiences for all types of people wanting to spend a weekend away and ‘One Good Thing After Another’ was designed to reflect just that.
“The integrated campaign will showcase the best it has to offer, and in phase two we will be launching something that’s not been done before in Australian tourism marketing.”
According to the agency, the video trailers will be followed by a second phase which will include an “Australian-first app” that allows users to create their own travel video itinerary.
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 $2m across the 2016-2017 financial year on the campaign, which will initially target Sydney, regional NSW and Melbourne residents along with international markets such as Singapore and New Zealand.
Media agency Maxus Australia is managing the media planning for the campaign which will see the 60-second videos broadcast within commuter locations.
Nic Christensen
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Could sit be any more dreary?
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