Search


Contact
BlogHeader_withIcons.jpg

Travelers Experience “One Good Thing After Another” in Canberra


   Gianluca Armando, Director, APAC Posted on 4/20/17 3:01 PM

Canberra, Australia’s capital city, is home to Australian Parliament and several major cultural attractions, iconic national treasures, rich history and culture. Canberra is a popular destination for both Australian and international tourists, however traditionally there is a decline in leisure travelers during the summer months (November through February).

VisitCanberra, the destination marketing organization (DMO) of the city, worked with us to create a creative digital marketing campaign with the goal of driving demand during their typically low occupancy season and bring attention to the different experiences the dynamic city has to offer. The campaign aimed to inspire domestic travelers within the Australian states to visit Canberra, building on the destination brand positioning “One good thing after another,” which promotes the diversity of experiences the capital offers and their proximity to each other. This was brought to life through an interactive and engaging digital program. 

Canberra.png

Through a microsite accessible across devices, we brought the destination to life with interactive content featuring images of the city’s exciting cultural, gastronomic and outdoor experiences, which highlighted Canberra as more than just the nation’s capital, but an overall attractive destination to visit. The site featured an innovative trip builder with a toggle tool that allowed users to tune their trip and curate activity recommendations that aligned with their interests, group size and length of stay. Upon completing their ideal trip, they can book their recommended itinerary on Wotif, which included specialized hotel, flight and package deals.

The campaign successfully illustrated Canberra’s broad appeal as a destination where travelers can experience one good thing after another, generating more than 20 million impressions. As a result, Canberra experienced a nearly 25 percent growth in year-over-year demand.

To view the full case study and read other success stories, please visit https://advertising.expedia.com/insights/success-stories/

 

Topics: Destination Marketing, Asia Pacific

Subscribe to Email Updates

Subscribe to Email Updates


Contact Us

Get in touch with one of our
Media Sales Consultants

Press Inquiries 

Get in touch with our
PR Team

Follow Us

Twitter

LinkedIn


The Motivations of European Travelers from Generation Z to Baby Boomers

People of all ages experience and enjoy travel—it’s not one size fits all. Each generation—from Generation Z to Boomers—has its own set of unique preferences, from what type of content attracts them,...Read more

Experiences Drive Australians’ Travel Habits

Shedding light on Australians’ travel habits is the new study commissioned by Expedia,  What the findings show is that the average Australian...Read more

Don’t Miss Our Insights Forum at the DMAI Annual Convention

We are looking forward to participating at the Destination Marketing Association International (DMAI) Annual Convention, taking place July 11-14 in Montreal, Canada, as the presenters of the first...Read more

Wrapping Up a Great Week at U.S. Travel Association’s IPW

Every year we are thrilled to be part of IPW, one of U.S. Travel Association’s (USTA) largest events focused on driving international visitation to the United States. We were busy at the show this...Read more

Travelocity’s Roaming Gnome Explores Peru with LATAM Airlines

LATAM Airlines, which operates flights to and from Latin America, was looking to secure their position as the trusted airline for South American travel. Though they have flight routes all over Latin...Read more