Australia – Australia’s capital tourism board VisitCanberra has launched a domestic tourism campaign, together with Wunderman Thompson, to prove that Canberra is more than what people perceive it to be, giving a spotlight to many lesser-known and unique spots in the capital city whilst showcasing the charm and warmth of its people.
The campaign titled ‘There’s more than they’re telling us’, is fronted by three thirty-second clips featuring a truffle farmer and her dog walking at piallago truffle farms, a child who plays at the pod-shaped playground, and the gallery of small things featuring its owner named Anne.
Steve Hey, creative director at Wunderman Thompson, said that there’s nowhere quite like Canberra, so they needed the campaign to illustrate and showcase the unique experiences in the place.
Meanwhile, Isaac Mizrachi, senior director of marketing at VisitCanberra, said that VisitCanberra is part of an incredibly successful yet competitive domestic tourism landscape where bigger is often seen as better.
“We want to create a personality for the city by focusing on the warmth, humour and quirkiness of real-life Canberrans through whom we tell the story of the destination,” he added.
The said campaign is also an evolution of the existing ‘more than’ campaign platform to develop a unique and refreshing persona for the brand that challenges perceptions of Australia’s capital.
Other works from the campaign will be seen across OOH, digital, social, radio and TV in New South Wales, Victoria and Greater Brisbane and will be expanded internationally later this year.
Last month, Wunderman Thompson also crafted a brand platform for food brand Birds Eye to showcase their commitment to sustainability.
