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The multifaceted, creative campaign successfully illustrated Canberra’s broad appeal as a destination where travelers can experience one good thing after another.
As Australia’s capital city, Canberra is home to Australia’s Parliament and several major national cultural attractions and landmarks. Although Canberra is a popular destination for both Australian and international tourists, traditionally there is a decline in leisure travelers during the summer months (November through February). Therefore, VisitCanberra was looking to increase travelers to their destination during the low occupancy season.
To generate awareness and increase traveler demand, VisitCanberra, partnered with Expedia Media Solutions to develop a creative campaign that would bring attention to the different experiences the dynamic city has to offer. The campaign aimed to inspire domestic travelers within the Australian states to visit Canberra, building on the destination brand positioning ‘One good thing after another’ which promotes the diversity of experiences the capital offers and their proximity to each other. This was brought to life through an interactive and engaging digital program.
Specifically, a content-rich microsite, accessible across devices, brought the destination to life with interactive content which featured images of the city’s exciting cultural, gastronomic and outdoor experiences, thus highlighting Canberra as more than just the nation’s capital, but as an overall attractive destination.
The interactive content took form through an innovative trip builder with a toggle tool that allowed users to tune their trip and curate activity recommendations that aligned with their interests, group size and length of stay. Upon adjusting the trip builder settings, the resulting itinerary populated the web page with stunning visuals of each recommended activity.
Targeting travelers from Sydney, New South Wales, Queensland, Victoria and other Australian states with display and video content drove qualified visitors to the microsite resulting in high engagement with the bespoke trip builder. Additionally, display media ran on Australian travel sites Wotif, Lastminute.com.au, Expedia, Hotels.com, AirAsiaGo and video content was distributed through PassportAds Audience Extension. With PassportAds audience extension VisitCanberra was able to reach qualified Australian travelers, based on Expedia, Inc. proprietary first party data insights layered on with third party travel intent data, with pre-roll video outside of the travel sites, across the web.
Further encouraging visitors to book a trip to Canberra, the microsite included a link to Wotif, which showcased specialized hotel, flight and package deals according to their unique trip itineraries.
The multifaceted, creative campaign highlighted the city’s wide variety of cultural, culinary and outdoor attractions and successfully illustrated Canberra’s broad appeal as a destination where travelers can experience one good thing after another.
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