Visit Canberra

Consumer / Tourism

Communication Strategy / Stakeholder Engagement / Digital Strategy / Media Relations/ Online / Digital / Digital Creative Camping Development and Implementation / Earned Media

Visit Canberra is the official tourism organisation for Canberra and the ACT Government which works to grow the tourism economy for Canberra and the surrounding regions by creating and implementing a range of marketing and development programs.
To break down the misconception among consumers that Canberra is a boring destination and to amplify Visit Canberra's 'summer destination' campaign.
SOLUTION
Horizon developed an integrated marketing and communications campaign incorporating media relations, stakeholder engagement and industry partnerships to build awareness of Canberra as a fun and enjoyable holiday destination.


OUTCOME
Horizon secured 21 editorial pieces, surpassing the campaign KPI of 16, communicating Visit Canberra’s key messages to almost 11.5 million people. Media articles appeared in a range of metro and regional outlets including; News.com.au, Daily Telegraph, Qantas magazines, Urban Walkabout, National Geographic Traveller, Illawarra Mercury, Holidays with Kids and across several radio and TV outlets.
Horizon also delivered two extension strategies and forged several media partnerships including with Getaway on the Nine Network. The autumn campaign yielded good results as well with secured coverage in; The Australian, Sydney Morning Herald, Best Weekend, Qantas, In Flight Magazines, Australian Traveller and Nova. Horizon also leveraged Visit Canberra’s partnership with Virgin to maximize ROI through additional channels.

The Full-Service Strategic Communications, Public Relations, Crisis and Issues Management Agency in Sydney

Horizon Communication Group is a privately owned and operated, award winning independent communication agency. We are strategy experts in public relations, crisis
communications and issues management. Based in Sydney, we have long term affiliates in every state and territory in Australia.

Horizon Communication Group acknowledges Aboriginal and Torres Strait Islander peoples as the traditional custodians of our land - Australia. We acknowledge the Gadigal of the Eora Nation as the traditional custodians of this place we now call Sydney.

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HORIZON COMMUNICATION GROUP 2018