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Canberra

Branding Australia's Capital

Whilst significant energy had gone into marketing Canberra (by the ACT Government, industry and community groups), it has not been a fully integrated or collective effort. This has diluted the impact of Canberra’s messaging at a time when cities around the world were increasingly competing for reputation, investment, trade opportunities, business growth, visitors, talent and events.

Gen.a’s role was to define the platform for a fully integrated city brand that could ultimately be used to promote greater coordination, cohesion and alignment of marketing and communication efforts by the ACT Government and Canberra-based industry, business and community groups.

The challenge was to develop a brand strategy that would significantly leverage the social and business benefits beyond the life of the Centenary of Canberra across multiple sectors (including the business, education, tourism, sport and events sectors).

Through the consultation process we developed an intimate knowledge and understanding of the City of Canberra, its people and its dual role as both a local community centre and Australia’s national capital. This enabled us to identify and express the creative and innovative potential of the City, emphasising its key strength and ability to link science, research, education and business.

The strategy and brand platform provided the potential to deliver social and economic improvements by engaging with customers, audiences and markets both inside and outside Canberra. Gen’s engagement also helped the ACT Government to recognise and realise the potential contribution of Canberra’s people in defining the identity of their City, and the opportunities for communicating and celebrating their local stories.

DATE 2011
CLIENT ACT Government, Economic Development Directorate
PROJECT Place Branding & Positioning Strategy
INDUSTRY Government