Minister Barr: Visitors to be lured to CBR by ‘one good thing after another
- Written by ACT Government
Released 25/02/2016
Today at the inaugural Destination Canberra Conference, I launched the first stage of VisitCanberra’s new global marketing positioning to promote the Canberra region as a tourist destination.
The refreshed creative positioning focuses on Canberra’s unique selling point – a city that has diverse experiences in close proximity of each other – and includes the new tagline of One Good Thing After Another.
The concept complements Canberra’s CBR Brand. Digitally-led, its imagery captures many experiences across the city and region and reflects the confident, bold and ready message.
Today’s reveal of a short video is the start of a phased roll out that includes a rally cry to industry. With global appeal, it is intended to excite and inspire potential tourists about Canberra’s evolution.
Unveiling to consumers in April, the centrepiece of the new positioning will be a series of themed Canberra ‘weekend movie trailer’ videos. In a movie trailer style, the films showcase short emotive experiences that were captured by a production crew in January. The crew worked with over 60 Industry partners and filmed more than 100 experiences. Each video provides a taste of what a weekend in Canberra has to offer different groups of visitors.
The videos will be the basis for a range of promotional activities to promote Canberra in key target markets of Sydney, regional NSW, Singapore and New Zealand.
In May, potential visitors will also have to access a video itinerary planner App that allows them to view, build and share their own movie trailer with family and friends.
The new marketing positioning underwent rigorous market research testing across both domestic and key international markets and ultimately aims to encourage consumers to book a short break in the capital. VisitCanberra will be partnering with the local tourism industry to promote the One Good Thing After Another message.
With international air access, new and refurbished hotel stock, blockbuster exhibitions, award winning food and wine and a new air of confidence, the visitor economy is set for a period of significant growth. With a strong industry and government partnership, we are well on our way to reaching our goal of a $2.5 billion contribution to the ACT economy by 2020.
A sneak peak of one of the movie trailers can be viewed on VisitCanberra’s Facebook Page.
- Statement ends -
Section: Andrew Barr, MLA | Media Releases
