VisitCanberra has partnered with Tigerair Australia to increase awareness and consideration of Canberra as a leisure destination. The cooperative marketing campaign will commence on April 1 with a two-week intensive burst in the Brisbane and Melbourne markets designed to drive visitation to Canberra in the second half of the year.
Building on Tigerair Australia’s extensive market research which demonstrated the importance of communicating local and shareable experiences of a destination in building intention to visit, the Go Like a Local campaign will feature video content of Canberran and local influencer Megan Sparke as she squeezes uniquely Canberra experiences into a 48-hour period. This approach reflects VisitCanberra’s One Good Thing After Another brand messaging which emphasises the proximity and diversity of experiences in Canberra to best attract our Variety Seeker audience.
Video, editorial content and display advertising will be distributed across all Tigerair owned channels and highly targeted paid media channels including Facebook, Instagram and Youtube. Display banners across the Google Display Network, Skyscanner and Real Estate online property network will support this activity with a tactical fare. Our destination’s One Good Thing After Another marketing platform has been incorporated throughout campaign assets.
With the introduction of the Brisbane to Canberra route in late 2017 and additional Melbourne service, Tigerair Australia now provides over 4,500 seats per week (over 200,000 seats annually) through Canberra Airport. It’s anticipated this campaign will see a boost in travelers from both Brisbane and Melbourne.
To support the Tigerair campaign, VisitCanberra will be launching a suite of activity across our owned channels, including geo-targeted social media posts, blog content and an eDM push. For more information on this campaign please email TourismAdvertising@act.gov.au