VisitCanberra challenges perceptions in new tourism campaign via Wunderman Thompson
VisitCanberra has launched its first domestic tourism campaign, ‘There’s more than they’re telling us’, since appointing Wunderman Thompson as its creative agency in late 2022.
The campaign is an evolution of the existing ‘more than’ campaign platform, developing a unique and refreshing persona for the brand that challenges the rusted-on perceptions of Australia’s capital.
Says Steve Hey, creative director at Wunderman Thompson: “There’s nowhere quite like Canberra, so we needed a campaign that could help illustrate the place’s idiosyncratic personality while showcasing some of the unique experiences on offer.
“Canberra may not have a great reef, a great road or a great opera house, but there’s no denying its array of world-class cultural, nature and foodie experiences that are often overlooked.”
The new campaign sheds light on the many lesser-known gems of Canberra while showcasing the charm and warmth of the people that shape the city, the tourism operators and local advocates.
‘There’s more than they’re telling us’ acknowledges that the breadth of Canberra’s tourism offering is unknown and unassumed by much of the nation, offering up witty reasons why this might be the case. A humble farmer with a chatty dog, a bossy and secretive 7-year-old, and a miniature gallery challenged by floorspace all feature as reasons why you may have yet to hear of these draw-card experiences.
Says Isaac Mizrachi, senior director of marketing at VisitCanberra: “VisitCanberra is part of an incredibly successful yet competitive domestic tourism landscape where bigger is often seen as better.
“In most cases, the formula is a mix of sweeping landscapes, romantic sunsets and happy couples. We needed a different creative direction to cut through the noise and create positive perceptions for Canberra.
“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.”
The campaign is fronted by three thirty-second spots, as well as video cutdowns and a suite of static assets. The creative will be live across OOH, digital, social, radio and TV in New South Wales, Victoria and Greater Brisbane. In addition to the domestic launch, the campaign will expand internationally later this year.
Executive Branch Manager: Jonathan Kobus
Senior Director Marketing: Isaac Mizrachi
Assistant Director, Campaign Marketing: Ashleigh Barnes
Senior Campaign Marketing Officer: Sophia Mathias
Campaign Marketing Officer: Catherine Dunin
Chief Creative Officer: Joao Braga
Chief Strategy Officer: Mel Wiese
General Manager: Annabelle Barnum
Creative Director: Steven Hey
Creative Director: Simon Koay
Art Director: Julian Batty
Copywriter: Dean Shein
Finished Artist: Sarah Cameron
Finished Artist: James Ayling
Group Account Director: Samantha Scheidler
Account Manager: Francesca Brown
Strategy Director: Antoni Buccini
Head of Production: Alistair Pratten
Integrated Producer: Miryana Velyanovski
Post Production: Form Productions
Executive Producer: Nick Margerison
DOP: Jake Ward
1st AC: Shaun Graham
Media Agency: The T!lt Agency
Interesting that in the print there’s an art piece by a Melbourne-based artist without any credit.
“Visit Canberra to go to this gallery and buy a Melbourne artist’s work”
Really well done. How do you sell the Skoda of Australian cities? Canberra looks good on paper, has a not-quite-effortless style but on the road is just a bit odd and probably destined for a life as a fleet vehicle in public service. Still, great copywriting. You almost sold truffles, an arboretum and a micro-gallery (does size matter?) to me. I’ll personally give it a few years of upper-middle-age before I visit, but 11/10 Skodas for the execution.
Canberra: that place you were dragged to on a shitty school excursion, vomited on the coach, traipsed around Questicon, glimpsed a lake and never, ever want to go back again, because the whole seven -hour round trip was so traumatising.
Not that it’s a particularly high bar and there are fewer options, but the nightlife in Canberra is better than Sydney after all these years of Liberal fun police.
Very fun to read. Nice work Deano.