Visitors and locals alike are invited to connect with the Canberra and region tourism industry through VisitCanberra’s new destination marketing campaign, ‘there’s more than they’re telling us’. This new campaign builds on the more than framework to create a distinctive and energising persona for Canberra that challenges long-held misconceptions about our capital city. Beyond an advertising campaign, it will continue to inform the city’s tourism marketing and communication activity, partnerships and sponsorships.
The locals know Canberra has a lot to oﬀer. The perfect place for invigoration and relaxation – a weekend away here delivers diverse experiences that exceed expectations. The campaign acknowledges that the breadth of Canberra’s tourism offering is unknown by much of the nation, offering up witty reasons as to why. With a focus on domestic visitation, ‘there’s more than they’re telling us’ gives our audience insight into the warmth, charm and humour of the people who shape the city, the tourism operators and local advocates.
Our industry has a key role to play in bringing ‘there’s more than they’re telling us’ to life - spreading the word, enriching the conversation and inspiring action in our shared audience.