Campaign Destination

Cultural Icons, Made of Australia. National Tourism Marketing Campaign of Canberra

12 Canberra's most iconic cultural institutions have joined together to tell one inspiring story: yours.

Unveiled on at Canberra Airport on June 25, 2021, for the first time ever, 12 of Canberra’s leading cultural institutions have joined forces to launch a new tourism campaign, Cultural Icons.

Aimed at short-stay visitors, the “Cultural Icons” campaign showcases the hidden depths of Canberra’s cultural offerings. The two-month Cultural Icons campaign will position Canberra as the nation’s premier cultural destination, where the city’s major institutions offer a unique perspective on the Australian story – whether that be an ancestral connection at the National Archives of Australia or recognising modern Indigenous identity at the National Museum of Australia.

Comes with a Made of Australia tagline, Canberra looks to capitalise on the demand for new and exciting domestic travel opportunities. As part of the campaign, the brand video showcases just how every Australian will be able to find themselves reflected across the 12 Cultural Icons, from the National Library of Australia, National Gallery of Australia, Questacon, National Film and Sound Archive, National Museum of Australia, Australian War Memorial, Museum of Australian Democracy at Old Parliament House, Australian Parliament House, National Archives of Australia, Royal Australian Mint, National Portrait Gallery and National Capital Authority.

Cultural Icons, Visit Canberra tourism video campaign

Set to spread the message far and wide, the “Cultural Icons” campaign, which the ACT Government has supported through its tourism stimulus package, is planned to run until August 31, 2021.

As well as a significant digital campaign, the campaign also includes a partnership with Beam scooters that gives visitors a discounted pass to easily travel between the institutions, outdoor advertising at Canberra Airport and opportunity for special events with media organisations.

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