VisitCanberra has launched One Good Thing After Another, a new global marketing platform created by The Works that is designed to focus on Canberra’s great diversity of visitor experiences and their close proximity to each other.
One Good Thing After Another is an enduring marketing platform that can evolve destination messages and will sit alongside the VisitCanberra and CBR brands. It follows the highly successful and award winning Human Brochure and 101 Local Humans campaigns which were also created by The Works.
The first phase of the integrated campaign includes a series of five curated films called ‘Weekend Movie Trailers’ that provide a taste of what a weekend in Canberra can be like – appealing to a diverse range of travel moods.
Following the launch of the movie trailers the second phase will include an Australian first app that allows users to create their own travel video itinerary. Cinema, digital video and display advertising, social, native advertising and search will support the campaign.
The independent Sydney agency was selected to create the global marketing platform in November last year following a pitch which included 12 agencies. Research commissioned by VisitCanberra into the short-listed concepts found The Works’ strategy to be the most successful at driving consideration of Canberra as a leisure destination.
Douglas Nicol, director and creative partner at The Works said: “Following the success of the Human Brochure and 101 Local Humans campaigns we’re delighted to be once again working with VisitCanberra on this long term global marketing platform.
“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 has been 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.”
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 $2 million across the 2016-2017 financial year to support the platform which will initially target Sydney, regional NSW and Melbourne residents intending to take a short break, with Singapore and New Zealand identified as the top tier international markets.
Maxus Communications Australia is managing the media planning for the campaign and will see the 60 second ‘cinematic’ videos broadcast with busy commuters a key target. The message to ‘escape it all’ will find them in moments of receptivity such as Monday mornings before a big week or at the end of a long day.
VisitCanberra’s goal is to grow the value of overnight visitor expenditure to $2.5 billion by 2020. Government data indicates that the ACT tourism industry employs 14,700 people and is valued at $1.62 billion.