To capture their contribution to our past, present and future, the participating institutions were brought together under the campaign ‘The Cultural Icons’. Positioning Canberra as Australia’s cultural heart, it tells the story of Australia across 13 institutions; providing visitors with an immersive opportunity to understand our story, celebrate it, learn from it and reflect on it for the future.

We developed a series of unique approaches to broaden the reach of The Cultural Icons campaign. We leveraged the power of third party data via partnerships with travel and ticketing providers to reach people who had booked travel, had purchased tickets to events, or were searching for things to do in Canberra.

Our media channel selection extended to a unique and innovative partnership with local scooter hire app, Beam, offering a limited edition three-day Cultural Icon pass that gave users unlimited rides between cultural institutions for up to two hours and access to exclusive Beam parking spots.

“This unique partnership with Beam makes it even easier for visitors and locals to discover the breadth of experiences offered by Australia’s Cultural Icons while taking in the striking beauty of the National Triangle.”

Mark Goggin
National Museum of Australia Assistant Director, Public Engagement

Footfall data showed that visitors who were served targeted media for the campaign were more than twice as likely to visit one of the Cultural Icons.

Previously operating independent campaigns, the 13 institutions now work collaboratively on a regular basis to strengthen their collective visitation. The success of this initial campaign, and their identity as a unified group of Cultural Icons, means Australia will be better placed to share the story of us, with more of us.