Visitors and locals alike are invited to connect with the Canberra and region tourism industry through VisitCanberra’s new destination marketing platform, more than. Beyond an advertising campaign, more than will inform the region’s tourism marketing and communication activity, partnerships and sponsorships for the next three to ﬁve years.
Its premise is simple: the more than campaign reveals the unexpected layers that Canberra has to oﬀer. The perfect place for invigoration and relaxation – a weekend away here can deliver diverse experiences that exceed expectations. Our region oﬀers a place to recharge in a safe and accessible environment and, once they’re here, visitors will ﬁnd more than they came for. With a focus on domestic visitation, the new campaign signals we’re open for business, showcases Canberra’s unique personality, and challenges existing perceptions of our destination.
Phase One of the more than campaign advertising has now launched through digital media, targeting Canberrans to dig a bit deeper and explore their city, along with inviting audiences in regional New South Wales, Adelaide, and Queensland to experience Canberra. As public health restrictions ease, this dynamic campaign will move into additional interstate target markets including metro Sydney and Victoria.
In the coming weeks, a television commercial and online videos will be produced to support further amplification across Phase Two and Phase Three, along with the introduction of partnership activity and PR outreach.
Our industry has a key role to play in bringing more than to life – spreading the word, enriching the conversation and inspiring action in our shared audience. For more information on the more than campaign, please contact:
Campaign assets and media buy:
Product and industry development:
Story ideas and content: