VisitCanberra recently partnered with Tigerair to promote the newly-established route from Brisbane, which commenced on 14 September 2017.
The campaign delivered impressive results with increased numbers of Queenslanders travelling to Canberra, which will be replicated with a second burst of marketing activity in the coming months.
Concentrated in Brisbane, the two-week campaign last August looked to increase awareness of the destination and the new route, driving consideration to purchase.
Sponsored editorial with online publisher the Urban List was crafted to drive awareness, alongside Tigerair branded tactical ads placed across high reaching digital channels including Facebook, within apps as well as native and banner ads across a range of relevant websites. Search Engine Marketing was also a significant component of the campaign with our destination’s One Good Thing After Another marketing platform suitably incorporated.
The campaign delivered great results, increasing the Brisbane point of origin sales and encouraging visitation to Canberra, whilst also ensuring growth and sustainability of the route. The point of origin sales reflects a positive shift in travellers from Brisbane to Canberra.
In addition to the activity produced in partnership with Tigerair, VisitCanberra boosted awareness of the destination in Brisbane metro through an out of home campaign running from 28 August – 21 October, supported by online video, display and mobile assets. Our destinations Weekend Movie Trailers also appeared at the Brisbane EKKA event across a 10 day period in August, attended by 500,000 visitors.
VisitCanberra will continue to work with Tigerair to stimulate air travel on this new route. The next campaign will coincide with a sale fare and is scheduled to commence later this month and will continue into March – an eventful time of year to visit our city.