Advertising Campaigns - 2005

Throughout 2005, Australian Capital Tourism has run a number of major campaigns in relation to the activities and events that have featured in the nation’s capital over the year. Set out in the links below, you will find more detailed information on the advertising and marketing activity that was conducted during each of these campaign periods.

Spring & Floriade 2005

The spring 2005 campaign included a major burst of brand and tactical campaign activity in Sydney, regional NSW, Brisbane, Gold Coast and Adelaide. Floriade and this year’s theme, Rock ‘n’ Roll in Bloom, was also a major feature. The campaign consisted of a television schedule in Sydney, Brisbane and Adelaide that started in August and for the first time Pay TV was used. The brand was supported with a spring tactical TVC in all of these markets. Floriade and the Rock ‘n’ Roll Trail promotional activity was also enhanced through bus shelters adshels, vespas and avant cards.

• Spring & Floriade 2005 marketing campaign overview ( PDF 891Kb)

Ski/Canberra 2005

The 2005 winter campaign was developed to capitalise on Canberra’s proximity to the snow. Australian Capital Tourism worked in conjunction with Canberra Capital Airport Group, snow wholesalers and retail tourism operators to assist in promoting Canberra and the region’s winter product. Ski Canberra packages were developed which included a minimum two night stay in Canberra, providing skiers with the opportunity to stay longer in Canberra and see more of what is on offer in the nation’s capital.

• Ski Canberra 2005 marketing campaign overview ( PDF 238Kb)

Winter 2005

The tactical campaign developed for the winter period, targeted families and mature travellers in the primary target markets of Sydney and regional NSW. The campaign focused on hibernation and indulgence experiences in Canberra.

• Winter 2005 marketing campaign overview ( PDF 244Kb)

Autumn 2005

The activity planned for autumn included both tactical and brand led advertising, specific event focussed advertising for the Subaru Rally of Canberra and an in-market expo and media lunch targeting the Brisbane market. With the abundance of activities and events on around the nation’s capital the advertising mix also involved promotion of the Canberra and Capital Region Tourism Awards and Canberra Balloon Fiesta, as well as promotions of Canberra in general to the local community, travel trade and the Ulysses AGM group.

Summer 2004-2005

The 2004-2005 summer campaign focused on the ‘Summer of Silver – a  celebration of a nation’s photography’, which was a joint collaboration between ACTC, the National Library of Australia, the National Portrait Gallery of Australia, the National Gallery of Australia and the National Archives of Australia. From press and PR to direct mail, an email campaign, website competition and train station billboards, there was a host of marketing activity this summer. Included in this mix was a launch of the Summer program, press campaign for Australia Day, dress up of the city and Canberra airport and promotions to the local community.