CANBERRA: SEE FOR YOURSELF
Australian Capital Tourism has launched a new tourism campaign created by ZOO Advertising in Canberra.
Spearheaded by two 30 second TVCs, the campaign tagline 'See for yourself' takes a humorous approach in deliberately disrupting clichéd perceptions of Canberra and introduces new, unexpected experiences as a reason to visit.
Experiences include actually meeting a cheetah, hands on fun entertainment for the kids and the diverse wineries within the Capital region, inspiring Australians to take a closer look at what their Nation’s Capital has to offer.
The campaign remains true to the brand essence that the Nation's Capital is home to the "Australian Story", told through the array of award winning national attractions, and adds a depth and breadth to the experiences on offer by promoting additional unexpected delights.
Says ZOO creative director Ken Buchan: "Canberra as a destination is plagued with the negative associations of being the seat of the government, the media often report to the nation 'Canberra raises taxes' or 'Canberra goes to Iraq', Canberra is repeatedly lumbered with the seriousness of a politicians dry rhetoric. The average Canberran is
nothing like this and you'd be very unlucky to see a pollie in person down here.
"Also being recently from Sydney myself when I moved down here all my mates either brought up the notion of legal fireworks, those massive roundabouts and Fyshwick! (A reference to Fyshwick sadly never made it through research...)
Our campaign therefore doesn't fight these thoughts and limited perceptions of our Nation's Capital but rather laughs along with them, and then once they're out of the way introduces an array of unexpected experiences that are often overlooked.
"So don't let a school excursion be the last time you've visited, there's heaps of great stuff here, come on, See for yourself!"
Client: Australian Capital Tourism
Agency: ZOO Advertising, Canberra
Creative Director: Ken Buchan
Writer: Ken Buchan
Art Directors: Clinton Hutchinson, Ken Buchan.
Designers: Sebastian Carraro, Anthony Nankervis.
In House Producer: Paula Garner
Account Managers: Brendan Maher, Zoe Knight
Press Photographer: Dean Dampney
Production Company: Republic Films, Sydney.
Director: Ben Weir
Cinematographer: Graeme Ross
Producer: Chris Seeto
Post Production: Frame Set & Match
Editor: Duane Fogwell
Post Graphic Designer: Emile Rademeyer