Published on : Thursday, June 30, 2016
Australia’s capital is highlighting its unique selling point through a new global marketing platform, as the city prepares to welcome its first international flights in September.
Canberra’s refreshed creative positioning focuses on the region’s diversity of experiences and their close proximity to each other through the new tagline, One Good Thing After Another.
The platform roll-out commenced in April with the unveiling of the first creative application – a series of cinematic-style short films called Weekend Movie Trailers.
VisitCanberra Director Ian Hill said the films provided visitors with a taste of what a short stay in Canberra could be like by showcasing Canberra experiences and attractions in a new and different way.
“Our Weekend Movie Trailers focus on the real moments of joy – those brief, emotionally-charged seconds which create long-lasting memories,” Mr Hill said.
“Canberra has evolved into the perfect short-break destination thanks to our amazing food and wine scene, a great range of family-friendly and cultural attractions, and our spectacular natural surrounds.”
“These videos are intended to excite potential visitors about Canberra’s evolution and inspire them to book a trip to Canberra.”
In May, potential visitors were given access to a new trip planner app, which allows users to view, build and share their own movie trailer with family and friends.
The app will acts as a valuable planning tool for new international visitors, as Singapore Airlines becomes the first airline to operate regularly scheduled international services to and from Australia’s beautiful capital city.
“Whether you’re looking for blockbuster exhibitions, award-winning restaurants and wineries, world-class mountain biking tracks or something fun for the kids to do, everything is just moments away in Canberra,” Mr Hill added.
“We pride ourselves on innovation and putting the visitor at the centre of our thinking. With new direct international air services commencing in September this year, now is the perfect time to showcase Canberra’s offering to a global audience.”
VisitCanberra worked with more than 60 industry partners to film each experience that appears in the app and associated Weekend Movie Trailers.
Over the next 12 months the app will be updated with fresh content, showcasing even more exciting experiences on offer across the Canberra region.
Source:- Visit Canberra
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