Our Work
National Capital Attractions Association
Integrated
Culture Shock 1.0 Viral Campaign
Four of Australia’s premier cultural institutions recently celebrated Canberra’s place as ‘the cultural’ tourism destination by launching CultureShock 1.0, a major, unprecedented event that showcases four edifying exhibitions side-by-side, all of which are guaranteed to “stimulate your mind [and] surprise your senses”.
CouchCreative was engaged by the National Capital Attractions Association (NCAA) to conceptualise, design and implement an integrated, collaborative communications campaign in order to promote CultureShock 1.0 and reinforce Canberra’s position as ‘the’ cultural tourism destination in Australia.
Our Involvement
- Conceptual creative development
- Strategic brand development
- Digital viral marketing
- Copywriting
- Advertising campaign
- Design and production of marketing collateral
- Website design and implementation
- Digital campaign analysis
CultureShock 1.0 is an experiment on many fronts including the collaborative nature of the campaign itself. CouchCreative is proud to have been selected to manage this unique creative process and the team has particularly enjoyed developing “the very classy, very interactive viral campaign” that has proven one of the most successful elements of the comprehensive creative strategy.