Page 5004 - Week 15 - Thursday, 15 December 2005
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• In February 2004, the Government introduced a comprehensive brand led marketing strategy, (See yourself) which positioned Canberra as the place all Australians should come to discover and experience the ‘Australian story’. The brand is underpinned by short term tactical marketing campaigns to highlight the beauty of each season and promote its events and the diverse range of experiences available in the ACT. Successful Canberra expos and media lunches have been held in Sydney, Adelaide and Brisbane to date to promote Canberra nationally. The increased cooperation of national institutions and attractions in the delivery of the Government’s marketing campaigns has been a critical factor in the Government’s marketing campaigns in the past two years. Examples include the Summer of Silver campaign in 2004, the Fireside Festival and the Rock ’n’ Roll Trail in 2005 and the proposed 2005 summer campaign, From the Vault
• The other significant development to promote Canberra is the introduction of the Community Program by Australian Capital Tourism in 2003–04, the goal of which is to engage the local community to become active and passionate ambassadors for Canberra. Research shows that the majority of Canberrans are proud of their city but are not particularly equipped or confident in promoting it as a holiday destination. The Community Program aims to increase the local community’s knowledge of products and experiences and educate them about the important role they can play in visitor experiences. Initiatives undertaken to promote awareness of the national capital in the general community, include the publication of a quarterly See Canberra magazine aimed at promoting awareness of Canberra, engaging federal politicians whom the Government considers to be key influencers and conducting presentations to key sectors of the community
• Events provide us with points for celebration and opportunities for participation that takes us beyond everyday experiences. A tourism event primarily targets tourists to visit a destination but also plays a significant role in profiling the host city both nationally and internationally. The establishment of a new Events Unit to promote and attract events to Canberra in addition to promoting Floriade and the Subaru Rally of Canberra has already proved to be fruitful with the development of a new event, the Brindabella Challenge to be held from 2-4 December 2005
• The Government promotes Canberra internationally through a comprehensive marketing strategy in conjunction with Tourism Australia as the nation’s capital and a unique tourist destination. The point of difference which we are aiming to highlight in the international market, especially in our target markets in Asia is that Canberra is a planned city with open spaces, home to beautiful and very diverse national icons with and a wide variety of seasonal events such as Floriade In the last six months the ACT and region was extensively promoted in Singapore through the production of a publication of a Canberra supplement, 8 Days widely circulated in Singapore through Media Corp, one of Singapore’s most dynamic publishing companies
National Convention Centre
(Question No 774)
Mr Smyth asked the Minister for Economic Development and Business, upon notice, on 16 November 2005:
Has the latest report or building audit that the Minister is waiting on before works can commence on the National Convention Centre been completed; if so, (a) are there any
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