Wunderman Thompson was engaged to build on the More Than framework to create a distinctive and energising persona for Canberra.
There are long-held misconceptions about our capital city that have hindered people thinking of Canberra as a destination. Instead, it is seen as a ‘pass-through’ city or a place you visit only once.
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.