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.
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.