ACT Minister for Tourism, Andrew Barr, today joined members of the Canberra tourism industry to launch the revitalised tourism brand for Canberra.

Mr Barr launched two new television commercials and a suite of print advertisements which aim to show Canberra in a different light.

“In a challenging domestic tourism environment we need to constantly find ways to better market ourselves. These new advertisements are aimed at challenging negative perceptions and stereotyping of Canberra and demonstrate the breadth of tourism experiences on offer in the nation’s capital,” Mr Barr said.

“The new advertisements define the experiences on offer in Canberra and the region; challenge existing perceptions; emphasise fun and activity and provide a sense of surprise and the unexpected - whilst remaining true to the brand essence that Canberra is home to the Australian story.

“As well as continuing to promote Canberra’s iconic attractions, they highlight some of the lesser-known attractions of Canberra that are loved by locals and surprising to visitors such as our fantastic culinary and entertainment experiences.”

Mr Barr said the new creative is the result of a comprehensive research and development process undertaken by Australian Capital Tourism with its creative agency, ZOO, who were appointed earlier this year.

“Recent research shows that discerning travellers are increasingly looking for a range of unique experiences, and these research findings have helped shape this exciting evolution for Canberra’s tourism brand,” he said.

Today’s launch was the first chance for members of the Canberra tourism industry to see the evolution of the ‘See Yourself’ brand creative before the advertisements are screened and published this weekend.

The two new television commercials will be screened in the target markets of Sydney, regional NSW, Brisbane and Adelaide from this Sunday 22 July. Print advertisements, which reflect the range of experiences on offer, will appear in target market publications from August, whilst online activity and an integrated public relations program are also key components of the campaign.