VisitCanberra is offering a ‘taste’ of Canberra in a new marketing campaign created by The Works designed to showcase the convenience and diversity of experiences on offer in the nation’s capital.
Fresh from being ranked third in Lonely Planet’s Best Cities to Visit in 2018, ‘Canberra in a Can’ vending machines containing specially created branded cans will appear in Melbourne and Sydney between 25 and 31 May 2018.
Each can has a gift across five different ‘flavoured’ cans – The Taste Chaser, Culture Vulture, Horizon Broadener, Eventalicious and the Family Funster – highlighting some of the region’s most exciting tourism product offerings.
The cans contain free experiences, tickets, vouchers, offers, and discounts ranging from tickets to the National Gallery of Australia’s Cartier: The Exhibition to a night at Jamala Wildlife Lodge, and from a Make-Your-Own glassworks experience at Canberra Glassworks to accommodation at some of Canberra’s most exciting hotels.
Paul Swann, creative partner at The Works, said: “Canberra offers loads of great experiences, conveniently located close to one another and easily reachable from Sydney or Melbourne.
“The range of custom drinks cans, filled with tickets and vouchers, that we have created for the campaign enable people to access the best of Canberra in a fun and convenient package.”
The integrated campaign, which includes PR, social and video, builds on VisitCanberra’s ‘One Good Thing After Another’ marketing platform, also developed by The Works.
Katherine Fraser, group marketing manager for VisitCanberra, added: “Awareness of Canberra as a tourism destination is our biggest challenge.