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Canberra’s cultural icons shine in new campaign

Friday, 25 June 2021 in Media statement

A distinctive collaboration between 12 of Canberra’s national attractions is set to position the city as a leading cultural destination. 

Launched today, the ‘Cultural Icons’ campaign is underpinned by the idea that each of the city’s major institutions offer a unique perspective on the Australian story.

The national campaign, the first of its kind ever undertaken, will focus on how Canberra’s cultural attractions are ‘Made of Australia’, with all Australians able to find themselves reflected across the 12 icons. 

Director Dr Mathew Trinca AM from the National Museum of Australia, which is the lead agency on the project, says he’s excited to see Canberra’s Cultural Icons leave a lasting impact on interstate audiences. 

“The Cultural Icons campaign showcases Canberra as Australia’s cultural heart, telling the story of Australia across 12 immersive institutions, including the important stories of Australia’s First Nations peoples.”

“As Australians we need to understand our story, celebrate it, learn from it, and reflect on it for the future. There is no better place to do this than at Canberra’s Cultural Icons.”

“From finding a family name in the Australian War Memorial’s Roll of Honour to re-discovering iconic Australian cinema at the National Film and Sound Archive, our Cultural Icons reflect Australia’s past, present and future.”

Targeting domestic tourists, the campaign will focus on audiences seeking cultural experiences.

With the tagline of ‘Made of Australia’, the Cultural Icons campaign will position Canberra as a cultural destination for domestic travellers as the region looks to capitalise on the demand for new and exciting domestic travel opportunities. 

The Cultural Icons campaign aims to cement Canberra’s position as a cultural hub while encouraging visitation across a number of attractions. 

As well as a significant digital campaign targeting those actively looking at short breaks, the campaign also includes a unique partnership with Beam scooters allowing visitors to access a discounted pass to easily travel between the icons, outdoor advertising at Canberra Airport and an opportunity for special events by media organisations.

The Cultural Icons are: 

  • National Library of Australia
  • National Gallery of Australia
  • Questacon
  • National Film and Sound Archive
  • National Museum of Australia
  • Australian War Memorial
  • Museum of Australian Democracy at Old Parliament House
  • Australian Parliament House
  • National Archives of Australia
  • Royal Australian Mint
  • National Portrait Gallery
  • National Capital Authority

The campaign launches today and will run until 31 August 2021.

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