The refreshed creative positioning focuses on the capital region's diversity of experiences and their close proximity to each other through the new tagline, One Good Thing After Another.
The platform roll-out commenced with a rally cry to industry and the unveiling of the first creative application – a series of cinematic-style short films called Weekend Movie Trailers.
VisitCanberra Director Ian Hill said the films provided visitors with a taste of what a weekend in Canberra could be like by showcasing Canberra experiences and attractions in a new and different way.
“Our Weekend Movie Trailers focus on the real moments of joy – those brief, emotionally-charged seconds which create long-lasting memories,” Mr Hill said.
“Canberra has evolved into the perfect short-break destination thanks to our amazing food and wine scene, a great range of family-friendly and cultural attractions, and our spectacular natural surrounds.
“These videos are intended to excite potential visitors about Canberra's evolution and inspire them to book a trip to Canberra.”
Unveiling to consumers in April, the videos will be the basis for a range of promotional activities in the key target markets of Sydney, regional NSW, Singapore and New Zealand.
In May, potential visitors will also have access to a video itinerary planner App, which allows users to view, build and share their own movie trailer with family and friends.
The new global marketing platform builds on the success of VisitCanberra's award-winning social advocacy campaigns, Human Brochure and 101 Local Humans.
A sneak peak of one of the movie trailers can be viewed here.
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