VisitCanberra

Human Brochure

There was no brief. Only a great idea. We approached VisitCanberra with an idea to change perceptions about Canberra.

Australia’s capital had a big problem, it was notorious for being dull. No one wanted to visit, unless they really had to. With a small budget and the power of social media, we looked to win over the hearts and mind of Australians across the country.

We took a risk and courageously handed the marketing of Canberra over to 500 of Australia’s most influential bloggers, Tweeters and Instagrammers so they would share it with their social networks unfiltered and uncensored to create the World’s First Human Brochure.

RESULTS

31,406 applications

81 million earned media impressions

#1 trending Tweet for three days

7,782 Tweets, 4,952 Instagram pics

92% of social posts extremely positive

APMA Best Use of Social Marketing in a Campaign 2013 - Silver

APMA Most Innovative Idea / Concept 2013 - Bronze

IAB Brand Destination Site 2013 - Finalist

CommsCon Most innovative use of social media 2013 - Finalist