Long-term partnerships will form the core of destination marketing activities in 2019/20 through Masterbrand, VisitCanberra’s new always-on strategy.
Underpinned by the long-term destination marketing platform, One Good Thing After Another, Masterbrand takes the learnings from VisitCanberra’s brand tracking research and combines them with the recently-developed consumer segmentation to create a highly-targeted approach.
The strategy is built around a year-long media buy and content partnership, while an activation will aim to target consumers through a non-traditional space.
Further to this, VisitCanberra will enter into a partnership with a trusted online travel agent and/or airline partner that will provide a compelling reason for our audience to book a trip to Canberra.
Currently, VisitCanberra have briefs in market to ascertain these partners, and more information will be shared at the upcoming Industry Briefing, along with broader information on VisitCanberra’s domestic and international marketing approach.
In the meantime,we welcome your thoughts on how you may best leverage potential partnerships and any considerations in the lead up to the assessment and procurement of the selected partners ahead of the procurement process being complete.
For further information contact:
Naomi Fallon
Assistant Director, Campaign Marketing
T 6205 3061
E naomi.fallon@act.gov.au