VisitCanberra
We showed off the community-centric DNA of Canberra through the lens of local heroes in the outdoors.
VisitCanberra engaged We Are Explorers to tell the story of the region as part of the broader ‘There’s More Than They’re Telling Us’ marketing campaign. The focus was allowing our readers to see and experience the destination through the eyes of local heroes from various walks of life.
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.
