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Legislative Assembly for the ACT: 2003 Week 14 Hansard (11 December) . . Page.. 5324 ..
1. The cost of the marketing campaign, A Capital Summer is $120,000. This is inclusive of all creative development costs, printing, distribution and prize components.
The campaign comprises three distinct components including:
Visiting Friends and Relatives (VFR) postcard campaign
Campaign in the Adelaide market to continue awareness commenced there in the spring campaign
Support for the Summer by the Lake campaign developed jointly by the National Library of Australia, National Gallery of Australia, National Portrait Gallery and the National Capital Authority.
2. A pack of four postcards will be distributed to 130,000 households in Canberra and Queanbeyan (including Jerrabomberra) households.
3. The Government will be monitoring the outcome of the campaign to determine its success. The campaign will be monitored as follows:
Postcard Campaign
The Postcard Campaign encourages locals to post any or all of the four postcards they receive to friends and relatives to encourage them to visit Canberra during summer. The campaign provides an incentive to those who receive the postcards to call and register on a 1300 number to enter a competition to win a prize up to the value of $9250. The final prize value will depend on the flight costs from the capital city which is the point of departure for the ultimate winner.Responses to the 1300 number will be tracked in two ways. Callers will have two options, to enter the competition whereby their details will be captured for competition purposes and also through inquiries for accommodation to Canberra Getaways, the reservation system operated at the Canberra Region Visitor Centre.
Adelaide Campaign
100,000 press inserts will appear in the Adelaide Advertiser on 5 December 2003. These inserts will promote a short break package to Canberra. The advertisements have a 'call to action' to Canberra Getaways to book a package as well as enter a competition to win a trip to Canberra valued at $5,670. The responses are tracked through two 1300 numbers providing feedback on those who are instantly prompted to action by the advertising to book a package as well as those who are entering the competition.The purpose of the advertising is to build on the work previously carried out in this market and to have a cumulative effect on Adelaide residents' perception of Canberra as a tourism destination. A telephone survey measuring awareness of the campaign, perceptions formed and the likelihood of visitation as a result will be carried out upon conclusion of the campaign.
Summer by the Lake Campaign
A group comprising of the National Library of Australia, the NationalGallery of Australia, the National Portrait Gallery and the National
Capital Authority, developed Summer by the Lake, a press campaign to
highlight and promote specific events over the summer period.
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