VISIT CANBERRA
'OPINION CHANGERS' CASE STUDY

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THE CHALLENGE

Get people to share their positive perceptions of Canberra to inspire skeptics and position our capital city as a place to discover more than you expect.
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THE INSIGHT

Canberra is often associated with school trips and Parliament House, therefore far from being a thriving holiday destination. But these opinions are unfounded and outdated. In fact, Lonely Planet picked Canberra as the third must-visit destination in the world because it “packs a big punch for such a small city”. Clearly, Canberra is bursting with appeal—our audience just didn’t know it yet.
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THE IDEA

Team up with Visit Canberra to find out our audience’s authentic opinions of Canberra and use advocates’ real life stories to create a slew of user-generated, Canberra-loving content to challenge outdated opinions about Australia’s capital city.

1.5M+

reach across Urban List channels

103K+

views across two videos showcasing advocates' real-life experiences of Canberra

$600K+

injected back into the ACT's economy

1.7K+

post-survey entrants shared their positive thoughts about Canberra, including how their opinions have changed

1.5M+

reach across Urban List channels

103K+

views across two videos showcasing advocates' real-life experiences of Canberra

$600K+

injected back into the ACT's economy

1.7K+

post-survey entrants shared their positive thoughts about Canberra, including how their opinions have changed

Poster

Launching the partnership with a robust audience survey allowed real-time, authentic results to inform the remainder of the campaign.
Poster

Because ego-travelling is rife amongst Millennials and Gen Z, with 50% actively planning social posts before they book a holiday, we took a ‘show, don’t tell’ approach to video content, capturing the undiscovered, ‘gram-worthy playground that is Canberra.
Poster

Hot debates stirred on social with a flood of advocates posting their positive feels toward Canberra, which ultimately led to flipping others’ perceptions. Proving the content was actionable and influential, many readers tagged their mates and made plans to book a holiday directly in the comments section.
Poster

By partnering with VisitCanberra, we were able to deliver their ‘discover more than you expect’ messaging by leveraging the passion of past travellers and turning their stories into a form of influential user-generated content, subsequently changing skeptics’ perceptions and positioning Canberra as a thriving mini break destination.
Poster

68% of respondents in our post campaign survey said they were likely to visit Canberra for a short break in the next 12 months. At $200 p/n for a minimum 2.5 night stay, Visit Canberra estimated we helped drive $600K back into ACT’s economy.

I would have no hesitation in recommending U:L for any partnership activity that seeks out-of-the-box thinking, and the peace of mind that comes with working with an organisation who not only ‘gets it’ but can ‘get it done’.

Cassie Dunchue, VisitCanberra's Social Media and Marketing Specialist