The Works will manage the strategic and creative development of a new integrated marketing platform for VisitCanberra after being appointed by the tourism body following a multi-agency pitch.
The independent Sydney agency will handle creative strategy and development, digital, social and content marketing for the new intiative. The wide-ranging review included eight other agencies.
The appointment significantly expands The Works’ relationship with VisitCanberra. In 2012 it launched the Human Brochure campaign – an award-winning social media led initiative that saw 500 people from across the country enjoy a range of experiences in the nation’s capital and share their opinions across social platforms.
The Works creative partner Douglas Nicol said, “Data insights that led to great creative ideas were key to informing the approach we took during the pitch and we relish the opportunity to deliver this innovative new platform and even more effective work for VisitCanberra as a result.”
“Canberra offers a huge range of attractions, restaurants and experiences all within minutes of one another which is a unique selling point Canberra can truly own and we can’t wait to highlight that there’s so much more to it than politicians and diplomats.”
VisitCanberra director Ian Hill added, “The thinking presented by The Works during the review was a clear stand out and will provide an exciting new platform from which we can build.”
“We have worked closely with them before and saw outstanding results from the Human Brochure campaign so we’re looking forward to expanding the relationship and continuing to promote just what a great destination Canberra and our region is to visit.”