During the month of May, Virgin offered sale fares on Canberra flights and holidays, departing from Melbourne, Brisbane, Adelaide and Sydney. VisitCanberra entered into a campaign partnership to promote the sale, deriving from a shared goal of driving visitation during trough periods.
The focus of the campaign is on promoting sales for weekend getaways to Canberra throughout winter, traditionally a slower time in the tourism market, and incorporates the One Good Thing After Another marketing platform. The creative execution has been designed to highlight the diverse experiences we have to offer throughout the season.
Various digital assets have been placed across a variety of publishers and social media. This complements high prominence display advertising across Virgin Australia’s network and an eDM blast, sent to 490K Virgin Holidays national subscribers to launch the campaign, that highlighted flights, holiday packages and relevant content, including a guide for winter indulgence in Canberra.
The collaboration has offered the opportunity to strengthen Canberra’s position in leisure travel and drive conversion of visitation, building on the marketing partnership formed last year that saw great results.