VisitCanberra launches new ‘Canberra in a Can’ marketing campaign via The Works, Sydney
VisitCanberra is offering a ‘taste’ of Canberra, in a new marketing campaign created by The Works designed to showcase the convenience and diversity of experiences on offer in the nation’s capital.
Fresh from being ranked third in Lonely Planet’s Best Cities to Visit in 2018, Canberra in a Can vending machines, containing specially created branded cans, will appear in Melbourne and Sydney between 25 and 31 May 2018.
Each can has a gift across five different ‘flavoured’ cans – The Taste Chaser, Culture Vulture, Horizon Broadener, Eventalicious and the Family Funster – highlighting some of the region’s most exciting tourism product offerings.
The cans contain free experiences, tickets, vouchers, offers and discounts ranging from tickets to the National Gallery of Australia’s Cartier: The Exhibition to a night at Jamala Wildlife Lodge, and from a Make-Your-Own glassworks experience at Canberra Glassworks to accommodation at some of Canberra’s most exciting hotels.
Says Paul Swann, creative partner, The Works: “Canberra offers loads of great experiences, conveniently located close to one another and easily reachable from Sydney or Melbourne. The range of custom drinks cans, filled with tickets and vouchers, that we have created for the campaign enable people to access the best of Canberra in a fun and convenient package.”
The integrated campaign, which includes PR, social and video, builds on VisitCanberra’s ‘One Good Thing After Another’ marketing platform, also developed by The Works.
Says Katherine Fraser, group marketing manager, VisitCanberra: “Awareness of Canberra as a tourism destination is our biggest challenge. By literally putting the huge range of experiences on offer into the hands of consumers, Canberra in a Can demonstrates that Canberra really does have one good thing after another and is a great weekend destination.”
Canberra in a Can vending machines will be at Wynyard Park, Sydney on 25 May, Centenary Square, Parramatta on 26 May, Federation Square, Melbourne on 30 May and the State Library in Melbourne on 31 May.
9 Comments
Is it possible to impose a 30 day PR freeze on The Works?
Because they keep making good stuff and it makes you feel bad?
Eventalicious.
Missed opportunity to call is a CANpaign.
Where will it run? And will the play on words work overseas? Not really.
If they put a turd in a can, it may be realistic
Seriously? You get ranked 3rd best city to visit by Lonely Planet and instead of leveraging the hell out of that you do a vending machine idea?
Solid, cost effective, talkable campaign to get locals to Canberra. All wrapped up in a pun. What’s not to like?
Nice, fun, simple. Incentivises people to visit Canberra. As an activation it… works.