<— This is the ACT (Australian Capital Territory).

It’s a made up place (even by Australian standards) where our parliament, embassies, memorials and government departments all are. = It has the perception by Australians as being fairly stale, sterile and not worth a visit.

Somewhere where you are dragged as a school kid and subsequently have no real reason to ever return…

Which is why I am pretty impressed with the success of this tourism campaign.

The site aggregated all of the content and the campaign overall was a resounding success.

Results here

Why I’m curious?

1. It’s brave! (I’ve been to Canberra and would have shared the same prejudice and perception of most of the people there)

2. 99.99% positive – the social media courage paid off!

3. Loads of trending, PR and media coverage.

4. Best bit is the great content which still lives online…


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