VisitCanberra’s Masterbrand advertising campaign is now live, encouraging visitors to find their one, big, perfect little moment in Canberra.
Underpinned by VisitCanberra’s long-term destination marketing platform, One Good Thing After Another, Masterbrand further evolves our proximity and diversity messaging by focusing on memorable moments that visitors can experience in Canberra.
Whilst showcasing iconic scenes and experiences, the new television commercial speaks to Canberra’s diversity and inclusivity, as well as the welcoming and friendly reputation of our city.
Developed by local production and creative agencies, Crux and Nation, the Masterbrand project is proudly 100% Canberran, featuring local actors and an original soundtrack composed by Slow Turismo’s Louis Montgomery that even stars the capital’s beloved carillon.
The campaign’s first burst of advertising activity went live last week with advertising around The Bachelorette – the highest-rated television show that day – in Brisbane, Melbourne, Sydney and regional New South Wales. Programmatic digital, search and social advertising complement the television ad buy, with further amplification through VisitCanberra’s Masterbrand Campaign partnership with Concrete Playground, across owned assets and through PR outreach.
The advertising campaign will continue with two more bursts of activity in February and May.
For more information on the Masterbrand campaign, please contact:
Assistant Director, Campaign Marketing
02 6205 3061