Last month, VisitCanberra joined the PriceBreaker Australia Travel Fest in Singapore to promote holiday packages to Canberra through an interactive showcase in the Great World shopping precinct. From 15-21 April, visitors to the shopping precinct were warmly welcomed to experience the unique aspects of Australia, as showcased by Tourism Australia, and seven State and Territory Tourism Organisations. Families lined up with colouring pens and pencils to compete in Canberra’s colouring contest and share an Instagrammable moment amongst large scale tulips and a hot air balloon!
The Great World activation was part of broader partnership marketing activities between PriceBreaker and VisitCanberra to encourage Singaporeans already considering a visit to Australia to include Canberra within their itinerary. The activation was supported by social media advertising across Facebook and Instagram throughout February, March and April. A number of Canberra travel packages developed by PriceBreaker were promoted, including a new two-night Canberra itinerary.
This activity aligns with Mission 1 of the ACT Government’s T2030 strategy, to develop Canberra as a global destination. Under the T2030, international visitor expenditure has the potential to reach almost $ 1.4 billion by 2030.