As one of VisitCanberra’s key international markets, marketing activity in India has ramped up over the past 12 months. Latest Visitor Arrival Data, for year ending December 2023, shows that visitation from India is at 104% vs year-ending December 2019. This international market provides a huge growth opportunity for Canberra tourism.
VisitCanberra launched its second brand campaign in India from mid-January to mid-March across digital channels targeting travellers from Delhi, Mumbai and Bangalore. The campaign exceeded targets and delivered strong results. Google Search achieved 7,920 clicks (175% more than planned), the Travel Vector Index (a list of travel related sites where ads were displayed) achieved over 77,000 clicks (47% more than planned), programmatic video was viewed more than 960,000 times at a 61% completion rate and programmatic display delivered a considerable 576,000 clicks (17,938% higher than projected).
Since May 2023, VisitCanberra has had dedicated PR support in India, with a PR Agency supporting media activity and outreach for Canberra. In 12-months, 128 stories were achieved, with total impressions (opportunities for the stories to be seen) reaching over 10 Billion!
To support the increase in India activity, the VisitCanberra social media channels have also been putting some paid advertising into the India market over the last few months, targeting the regions of Mumbai, Delhi, and Bangalore. To date, these ads have achieved a reach of 18,273,995.