Get Real

Canberra: exceeding expectations - and results - by 300%

Think of Australia'€™s top attractions, what do you think of? Easy. The Sydney Opera house, Bondi beach, Ayers rock, the Great Barrier Reef. Now, think of Canberra'€™s attractions. Um'€¦

Boring. That'€™s how most people perceive Canberra. So Australian Capital Tourism tasked Maxus Australia with shifting perceptions to help increase tourist numbers to the capital - you did know it was the capital, right?

Get Real

Canberra: exceeding expectations - and results - by 300%

Think of Australia'€™s top attractions, what do you think of? Easy. The Sydney Opera house, Bondi beach, Ayers rock, the Great Barrier Reef. Now, think of Canberra'€™s attractions. Um'€¦

Boring. That'€™s how most people perceive Canberra. So Australian Capital Tourism tasked Maxus Australia with shifting perceptions to help increase tourist numbers to the capital - you did know it was the capital, right?

500 Humans Wanted!

We realised that instead of standard glossy brochures and print ads shouting about how great Canberra is, the best way to break these preconceived notions was to actually have real people experience Canberra and recommend it to others.

500 Humans Wanted!

We realised that instead of standard glossy brochures and print ads shouting about how great Canberra is, the best way to break these preconceived notions was to actually have real people experience Canberra and recommend it to others.

A groundbreaking concept took shape as Maxus re-imagined a standard holiday brochure. 500 people were invited to enjoy a VIP holiday in Canberra for free over two separate weekends. In exchange they shared their experience through social media.

A groundbreaking concept took shape as Maxus re-imagined a standard holiday brochure. 500 people were invited to enjoy a VIP holiday in Canberra for free over two separate weekends. In exchange they shared their experience through social media.