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.
In this guest post, founders of The Daily Aus Sam Koslowski and Zara Seidler discuss why in order to stay in the game and keep its user, social media giant Facebook needs to do more to combat hate speech… For young Australians, Facebook is on the decline. Unless the platform better responds to its user’s […]
A brave move has paid dividends for Baskin-Robbins Australia who recently announced they won the award for Best Digital Initiative at last week’s QSR Media Awards. Baskin-Robbins Australia’s Master Licensee, Palm Oasis Ventures took a risk in launching a digital winter campaign targeting a new millennial and Gen Z demographic when it partnered with Netflix to launch season 3 of the streaming giant’s most popular show, the sci-fi horror series, Stranger Things.
Leading eCommerce website development agency, Convert Digital, has achieved the coveted Magento Gold Status from Adobe. This accomplishment has been reached following the agency’s continuing work with the Magento 2 platform - platform that is incredibly robust and offers unrivalled flexibility and scalability.
Influencer marketing agency Born Bred Talent has partnered with the Starlight Children’s Foundation to mobilise their talent roster and support the Stream Raiser campaign, contributing over $95k in donations thanks to virtual fundraising efforts. With a combined reach of 6.2 million across Instagram, TikTok and Twitch, 9 Australian influencers contributed 76% of the $124k raised […]
In 2020, the ‘new wave’ of youth consumers have inspired the world with their activism and fundraising, so eGEN is proud to have partnered with UNICEF, Loserfruit and friends to help gamers fight COVID and help the world’s most vulnerable children. The world’s most famous strawberry will be joined by her Click crew for a […]
Silverbullet Data Services Group (Silverbullet), has become one of only four businesses globally to achieve Adobe Specialisation in EMEA for Adobe Audience Manager. Adobe Specialised Partners are acknowledged as the most skilled technical practitioners throughout the global partner ecosystem. Specialisations are earned after organisations achieve a level of certified expertise in an Adobe solution and […]
Food company General Mills has partnered with Zyper, a marketing platform that connects brands with their superfans, to build virtual fan communities for General Mills’ brands. As part of the agreement, General Mills will use Zyper’s software to initially identify the Betty Crocker and Fibre One brands’ top one per cent of fans on social […]
Facebook is continuing its Facebook Australia Groups Impact Fund, today announcing $500,000 in funding for the program. The grant was originally designated for bushfire recovery groups, however, has now been extended to local communities across the country who might be facing hardship. Facebook said it is on the lookout for groups that have a positive […]