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Legislative Assembly for the ACT: 1998 Week 4 Hansard (25 June) . . Page.. 1159 ..

2) The campaign is an ongoing program, and an implementation strategy for the 1998/99 financial year has already been developed. Continued funding of $500,000 has been allocated for the Campaign in the 1998/99 year.

3) The campaign encourages the use of the Brand Image by all appropriate ACT organisations. The intellectual property relating to the campaign will revert to the Government in 2 years. Until this time, a 5% license fee is payable to J Walter Thompson for the use of the intellectual property.

4) Creative Evaluation Research was undertaken by independent researcher Susan Bell in May 1997. The purpose of the research was to:

. identify whether the proposed campaign succeeded in communicating the key strategic message;

. identify any spontaneous positive or negative reaction to the campaign; and

. evaluate how people comprehended the campaign.

Two medium size sample groups were evaluated in Sydney, one male and one female - both "non reactors" to Canberra (no strong feelings either way). Specific examples of creative design was shown to the sample groups.

The research concluded that, by and large, the public:

. accept that Canberra is a powerful place;

. that the power is essentially political; and

. that there is more to Canberra's power than political power. In particular, the War Memorial can create powerful emotions.

Susan Bell went on to conclude that "we have a campaign with a huge chance of measurable success. The "downside" that exists in the minds of some of the Canberra people does not exist in the minds of the respondents."

5) Further market research will be undertaken during the 1998/99 financial year as a means of gauging the success of the campaign in its first twelve months.

6) See questions 4 and 5.

7) A strategy designed to oversee the implementation and marketing of the Feel the Power of Canberra campaign was developed by a Taskforce, with representatives from the then Department of Business, the Arts, Sport and Tourism, the Canberra Tourism and Events Corporation, City Graphics, MA@D Advertising, TMP Worldwide and J Walter Thompson.

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