Culture Shock

Putting petty politics aside and bundling attractions made a big difference to tourist numbers.

BRIEF

Develop a strategy to maximise the appeal of various exhibitions taking place in Canberra and execute a marketing campaign in Sydney and regional NSW.

SOLUTION

Canberra’s major cultural institutions joined forces to promote disparate events under a single banner. The first CultureShock campaign successfully bundled these exhibitions together using the strapline: ‘stimulate your mind, surprise your senses’.

The engagement included the brand itself and all aspects of implementation, including:

• strategy development
• creative content development
• directing media planning digital channel use
• partner & stakeholder liaison

The success of this campaign was recognised by the Commonwealth's tourism minister as a model for regional tourism collaboration and CultureShock was given a substantial budget increase the following year, where the campaign also included television, radio, ambient street promotion and stronger online tactics.

The ‘bundled’ campaign was highly regarded for boosting hard visitor numbers, its refreshing concept & strategy and ability to reach a hard-to-reach audience.