Outcome

The NATION team’s local knowledge and passion for Canberra was evident from our first meeting.

Through their strategic process and creative approach they demonstrated the ability to understand our target market and craft creative that was tailored towards them.

The campaign they created for Floriade (Australia’s Biggest Celebration of Spring) and NightFest (Floriade’s Dark Side) engages with the local audience to create pride in the annual event and encourage visitation during Spring.

The campaign has given the event a clear tone-of-voice and visual language that has helped us attract national headline acts across NightFest, a four night illuminated festival of music, comedy and food markets.

It will also ensure Floriade maintains its position as “Australia’s biggest celebration of Spring”  and is recognised as the largest and most prestigious Spring flower show in Australia and a must see event by target audiences.

NICOLE HAYES
Campaign Marketing Manager
VisitCanberra

Floriade 2019.

Flower festivals aren’t just for old ladies. At least, this one isn’t.

VisitCanberra appointed NATION to help to promote the capital as a spring tourism destination, specifically driving attendance to the 30-day Floriade festival and its dark side, NightFest.

Through illumiNATION, we refined the insight that the Floriade visitor experience is serendipitous. People pop in rather than plan it. To encourage visitation, we had to first strengthen the perception of Canberra as the definitive short-break destination in spring.

The resulting visual concept contrasted the festival’s two halves, day and night. Executed across digital and social, the Floriade campaign succeeded in demonstrating that there’s never a dull moment during spring in our capital.

Outcome

The NATION team’s local knowledge and passion for Canberra was evident from our first meeting.

Through their strategic process and creative approach they demonstrated the ability to understand our target market and craft creative that was tailored towards them.

The campaign they created for Floriade (Australia’s Biggest Celebration of Spring) and NightFest (Floriade’s Dark Side) engages with the local audience to create pride in the annual event and encourage visitation during Spring.

The campaign has given the event a clear tone-of-voice and visual language that has helped us attract national headline acts across NightFest, a four night illuminated festival of music, comedy and food markets.

It will also ensure Floriade maintains its position as “Australia’s biggest celebration of Spring”  and is recognised as the largest and most prestigious Spring flower show in Australia and a must see event by target audiences.

NICOLE HAYES
Campaign Marketing Manager
VisitCanberra