VisitCanberra’s spring marketing activity has started to bloom across Canberra, NSW and beyond.
The multi-tiered campaign spans marketing, PR, digital and social activity designed to promote Floriade and NightFest and drive leisure visitation to Canberra during spring. The campaigns are targeted towards VisitCanberra’s Variety Seekers and Family Memory Makers segments in Regional NSW and Sydney. The above the line marketing campaign commenced last week, following a targeted media and owned campaign that will continue alongside the advertising activity.
As soon as the advertising went live, the Floriade PR team executed their first regional NSW activation on Tuesday 13 August with a pop-up at a local Wollongong coffee shop, Tally Ho. The Floriade gnome (yet to be named!), joined the team to distribute free coffee in branded coffee cups, flowers and postcards promoting what’s on in the Capital this spring. The activation also received local media coverage across radio and digital news outlets.
Over the next 12 weeks VisitCanberra will continue to execute this campaign including a TV partnership with Southern Cross Austereo and a radio partnership with Canberra FM. PR activity over the coming months will focus on media outreach and key opinion leader engagement as well as a second activation, and hosting media previews for Floriade and NightFest. Ensure you are following @floriadeaustralia on social media to stay up to date with all the latest information about Floriade and NightFest.