National Experience Content Initiative
VisitCanberra is partnering with Tourism Australia on the National Experience Content Initiative. The project will provide a suite of new imagery and footage for up to 1,800 tourism experiences from around 57 regions across Australia. The project aims to ensure that operator’s marketing materials and online product listings stand out in search results and are booked more often by domestic and international travellers. Up to 40 businesses from the ACT can participate in the project.
What do businesses receive?
Eligible businesses selected to participate in the project will receive:
- Up to 40 enhanced and retouched images
- Up to 100 unedited images
- 1 minute edited video of their experience
- Up to 10 minutes of b-roll footage
This can be used by the business for any marketing and promotion purposes.
Here’s an example of a 1 minute video produced under the project in QLD: Granddad Jack’s Distillery
Eligibility criteria - who is eligible to apply?
Canberra-based businesses are eligible to apply if they:
- Offer a bookable tourism experience*
- Align with Tourism Australia's key source markets: Domestic, New Zealand, Singapore, Malaysia, India, Indonesia, UK, Europe, China, Japan, Korea, US
- Align with at least one of Tourism Australia’s content themes and brand pillars: Natural beauty, Food and drink, Wildlife, Culture, Aboriginal Australia, Wellness, Luxury, Seasonal, Adventure, Romance, City Escapes, Self Discovery
- Demonstrate a commitment to sustainable practices
- Are an outstanding, authentic, and uniquely Australian experience
- Maintain a current ATDW listing
- Have a COVID Safe plan
In addition, priority will given to organisations who attended VisitCanberra’s Tourism Reboot program, who work with tourism trade or have commissionable/nett rates, and have not recently participated in a Tourism Australia shoot (footage and stills). Temporary events and exhibitions are not eligible to apply.
*note: Accommodation providers are not eligible for this project. Accommodation providers will only be considered if they provide uniquely Australian tourism experiences at the venue as well as fulfilling the above criteria.
What are the requirements on the chosen businesses?
A business selected to participate must:
- Sign an agreement with VisitCanberra
- Allocate adequate staff and resources to achieve desired shoot outcomes
- Assist with providing talent for the photo and video shoots, aligning with VisitCanberra and Tourism Australia’s requirements
- Be willing to work with the production company and VisitCanberra on preparing for the shoot
- Provide the production company with access to your product free-of-charge for filming
- Understand that all images and video will be jointly owned by yourself, Tourism Australia and VisitCanberra. Each party has the right to use the images and video for the positive promotion of tourism destinations, experiences and events.
- Understand that all images and video will be housed in the Tourism Australia and VisitCanberra image and video libraries for all to access.
- Provide timely response on all communication associated with project.
When will the photoshoots/videography take place?
Exact timings are to be confirmed, however the shoots are anticipated to take place in September/October 2021 or March/April and June 2022 at this stage.
How do I apply?
Expressions of interest are now open to be part of the initiative. Please complete the form to register your interest.
When do applications close?
Applications close 5pm Friday 6 August 2021.
What is the application process?
There are limited spaces available for ACT businesses as part of this national project. Applications will be assessed against the criteria by a panel, including Tourism Australia representatives. Both successful and unsuccessful applicants will be informed by writing.
Contact
For any questions regarding the National Experience Content Initiative, contact VisitCanberra: tourism.industry@act.gov.au