VisitCanberra’s latest tourism campaign has delivered positive results for the Territory’s tourism industry in the first two phases of its roll-out.
VisitCanberra said that in its first phase, the More Than campaign encouraged people from regional New South Wales, Adelaide and South East Queensland to visit the ACT, and was extended into Sydney and Victoria during its second phase.
“Rolled out across social, digital display and search engine marketing, phase one (September to November) focused on generating awareness of the destination in key markets as well as support emerging aviation routes within newer markets,” VisitCanberra said.
“Phase two (November to January) focussed on VisitCanberra’s core markets of New South Wales and Victoria, including both Sydney and Melbourne, and introduced a diverse channel mix including television, outdoor, video on demand and digital video along with social, digital display and search engine marketing,” it said.
“Activity for phase three is now underway (February to May) and includes the introduction of large format outdoor and street furniture, as well as broadcast integration within the Amazing Race.”
VisitCanberra said the campaign was supported by several earned and owned activities, including public relations outreach, social media activity as well as content and trade partnerships.