Page 3525 - Week 11 - Thursday, 15 November 2007

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(1) In relation to the advertising campaign “See yourself in Canberra”, how much has been spent on this campaign for each year in which has been run;

(2) When was this campaign first promulgated;

(3) What have been the intended target markets for this campaign;

(4) What evaluation has been undertaken of this campaign;

(5) If any reports on evaluations of this campaign have been prepared, where are they available;

(6) What return on the investment of funds in this campaign has been estimated to have been generated.

Mr Barr: The answer to the member’s question is as follows:

(1) The “See yourself in Canberra” (SYIC) campaign is an integrated marketing campaign which includes advertising, tactical campaigns, and PR. Therefore a budget breakdown cannot be provided.

(2) The SYIC campaign began in 2003-04

(3) Visible Achiever, Socially Aware and Traditional Family Life Roy Morgan value segments in the geographical markets of Sydney, regional NSW, Brisbane and Adelaide.

(4) In 2003-04 pre-campaign testing of the brand was conducted in Sydney, Melbourne, Brisbane and Canberra to provide Australian Capital Tourism with an indication of brand acceptance.

Six months after the brand was launched focus group research was undertaken. This research was completed in September 2004 by Advertising Development Solutions. Sydney market key results were that 55% of those aware of the campaign felt more positive about Canberra as a place to visit. 63% of those aware of the campaign would consider Canberra as a tourist destination to visit.

In 2007 a brand refresh was undertaken. A market and consumer insights report was completed by Instinct and Reason, who tested the market with the new “See for yourself” television and print advertising campaign. Their report, released in April 2007, showed that respondents wanted to see activities based on experiences. The campaign was subsequently tailored to reflect the research outcomes.

(5) The two reports are with Australian Capital Tourism. Due to the technical nature of the document, it is not usual to release these to the public, however the industry has been briefed based on the evaluations.


Domestic Overnight Visitor Expenditure in the ACT

Y/ending June 2004

Y/ending June 2005

Y/ending June 2006

Y/ending June 2007


$720 million

$822 million

$930 million

Source: Tourism Research Australia, National Visitor Survey and Regional Expenditure Publications

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