VisitCanberra
We showed off the community-centric DNA of Canberra through the lens of local heroes in the outdoors.
We mapped out a list of local talent who bridged the gap as ambassadors of both Canberra and We Are Explorers’ values – purposeful, community driven, and nature or adventure focused people. We then teamed up these individuals with our content-creating Explorer team, who spent a day with each of the talent and acted as a lens for our audience to get to know them, their story, and their love for their city.
The three talent were:
Dr Kate Grarock – A contestant on Alone Australia and an ecologist, hiker, and YouTuber.
Charlie Hamilton – The lead singer of a indie-rock band and a very talented trail runner.
Mads Knight – An Indigenous woman, university student, and foodie.
These authentic stories formed the backbone of a 3 month campaign across editorial, social, and email; with a particular focus on driving traffic to local businesses.
The campaign reached over 1.2m Aussies with 2000 clicks to Canberra companies from highly qualified traffic.
“Working with We Are Explorers allowed VisitCanberra content to tap into the Explorer community in a way that reflected their genuine interests and passion points with authenticity. We Are Explorers balances the needs of the brands they partner with and the genuine interests and desires of their audience to create inspiring content that showed what Canberra (and real Canberrans) have to offer visitors.”