The Tourism Cooperative Marketing Fund (TCMF) was announced by the ACT Chief Minister in August 2020 as part of a broader Tourism Stimulus Package. The TCMF is administered by VisitCanberra and is a two-year program designed to encourage eligible Canberra-based businesses to collaborate on new marketing campaigns and projects.
The primary objectives of the TCMF are to:
The Tourism Cooperative Marketing Fund (TCMF) 2022-23 is now closed.
A success story: Majura Valley - Gateway to the Bush Capital
In October 2021, at the height of the Omicron wave of the COVID pandemic that further decimated the tourism industry in Australia, a number of Majura Valley businesses embarked on a highly successful partnership with a holistic approach to showcase the Majura Valley as a destination, uplift community spirit, facilitate business engagement, promote the rich First Nation and European settler history, and encourage environmental conservation within the region.
This partnership, led by Molonglo Conservation Group, focused on the successful delivery of a high-quality marketing campaign under the name ‘Majura Valley - Gateway to the Bush Capital’ that challenged existing perceptions of Canberra by telling the history of Majura Valley and sharing the stories of the people and experiences that exist in the region. The collaborative spirit was well captured by Dr Karen Williams, President and Managing Director, who credited the success of the campaign to all Majura Valley businesses involved. Dr Williams emphasised that “Molonglo Conservation Group feels privileged to have worked with such a passionate and committed group once again. We previously worked with these businesses on the Majura Valley Bush Heritage Festival in 2017 and we had no hesitation in supporting this latest project.”
Recognising the high value of the partnership towards the ACT community, the exceptional effort of the group was complemented by VisitCanberra’s Tourism Cooperative Marketing Fund (TCMF).
When asked what motivated the group to apply for the TCMF, Fred McGrath Weber of Majura Valley Eggs responsible for managing stakeholder engagement, copy and creative direction of the project, highlighted that “This was the second time we applied for the grant and a campaign we have wanted to do for a long time. The work has only just begun, and we look forward to the new opportunities and collaboration potential as a result of the content and creative assets from the Tourism Cooperative Marketing Fund. There is unlimited potential, and we want to show the Canberra community and visitors to the ACT all the possibilities in the Majura Valley.”
The grant was directed towards a marketing campaign through a website refresh and enhanced social media presence with a tailored message informing visitors about the range of high-quality and diverse experiences that awaits them in the Majura Valley region. For example, planning their on-farm encounter at the award-winning Mount Majura Vineyard, at the Truffle Farm or Majura Valley Free Range Eggs, stopping by Pialligo Market Grocer and Tambella Orchard for local produce, exploring the great outdoors with a mountain bike ride at Majura Pines, bushwalking through Mount Ainslie and Mount Majura, having a hit of golf at Fairburn Golf Course or clay targets at Majura Park Gun Club, or spending a night at Cubby and Co.
This exemplary project exceeded the original intent of the fund, which was to encourage collaboration amongst ACT businesses. As the project final grant report notes “Our initial estimate was to have 12 businesses collaborating on this project. We are proud to announce that the Majura Valley Gateway to the Bush Capital campaign has engaged 26 Canberra businesses and counting through this grant! It has been an enormous effort with many moving parts and conflicting timelines. We hope this is the start of something special and a legacy for VisitCanberra and the Canberra community.”
During the grant application, all stakeholders collaborated in a highly professional manner by contributing statistics, ideas, media and support towards a collective passion for raising awareness of the diverse offerings in the Majura Valley. The end result of the campaign did not disappoint.
The Majura Valley - Gateway to the Bush Capital project can be most accurately summed up with the words of Fred McGrath Weber: “This project was a labour of love. It was great to work with Molonglo Conservation, Majura Valley Landcare Group, FIBRE, Sentient Impact Group and the suite of businesses to make a real impact on this creative campaign.”
GRANT 1 | |
Project name | Funding amount |
Cubby & Co | $10,000 |
5 Senses Canberra Weekender | $20,000 |
Australians & Hollywood Cultural Getaway Package | $17,000 |
Canberra Shop, Stay & Play | $20,000 |
Canberra: More than inclusive, more than accessible | $20,000 |
A Wild Night at the National Zoo & Aquarium | $20,000 |
Wine Tour Package with Van Du Vin and Deco Hotel | $20,000 |
uShaka 2 Night Spa Package | $12,500 |
Wild Wine uShaka Package | $12,500 |
Wild Snow Package | $10,000 |
Say Hello to Canberra | $10,000 |
The Raiders Retreat | $15,000 |
Majura Valley - Gateway to the Bush Capital | $10,000 |
Pialligo Estate Progressive Picnic | $7,000 |
A Tuscan Summer at the National Gallery of Australia | $10,000 |
Van Gogh Alive | $10,000 |
Stay and Explore Gold Creek | $20,000 |
Stay - Art - Indulge | $15,000 |
GRANT 2 | |
Project name | Funding amount |
Cultural Icons | $70,000 |
National Capital Educational Tourism Project | $50,000 |
Accor National Campaign | $50,000 |
TFE Hotels Campaign | $30,000 |
For more information about the Tourism Cooperative Marketing Fund, please contact one of the VisitCanberra contact officers.
Garrett Tyler-Parker
Director, Research and Industry Development
garrett.tyler-parker@act.gov.au
Teresa Comacchio
Senior Director, VisitCanberra
teresa.comacchio@act.gov.au