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CBR has a new home…ONLINE

Jessica Schumann

The campaign to change how people think of Canberra stepped up another notch this week, with Brand CBR announcing the city’s new home…online.

Having launched in November of 2012, the past year has seen a focus on creating a presence for the CBR brand itself…and now its ready to communicate with the rest of the world with a new gateway site and video designed to ‘disrupt long held perceptions’ of our nation’s capital and the city many of us call home.

The website, www.canberra.com.au is a contemporary ‘front-door’ to Canberra online and sells the opportunities to study, visit, invest, work, live and play in the world’s most liveable city.

“It’s the first time Canberra will have a single home for the city’s story,” says Warren Apps, Partner of Coordinate, the agency responsible for the brand project.

“Up to this point there hasn’t been a place that unites the Canberra story online. The job of this new site is to attract attention and act as the gateway for people to discover Canberra before exploring the more detailed sites where they can drill down into their particular area of interest.”

But why now?

“The Centenary of Canberra in 2013 was the tipping point,” explains Warren.

“It gave us (the local Canberra community) a real confidence about this wonderful place that we live in and emphasised our role and responsibility as the capital city of Australia.

“Being named the most liveable city in the world by the OECD has topped it off and with the Asian Cup over the last couple of weeks, Canberra is on a roll.”

The aim is to work with everyone in Canberra to keep the momentum going. The mission? To make sure that wherever people are in Australia or around the world, they have a clear understanding of what Canberra stands for and what it has to offer.

“It’s certainly an exciting time to be telling the Canberra story,” says Warren.

Securing the domain [www.canberra.com.au] has been a big win for Brand CBR. Before the website’s launch, the first online contact many people had with Canberra was the ACT Government Information Portal, with messaging around Mr Fluffy and parking fines leaving a less than positive first impression.

“Every city should own their own domain,” says Warren. “It will give us the chance to shape people’s perceptions about Canberra at the first point of contact.”

The new platform features seven new videos that highlight the key sectors of the capital and a host of new photos that speak a thousand words more than anything else.

Anyone who is familiar with Martin Ollman’s work, understands his love and passion for the city and region, and so it was only natural he be commissioned to capture the essence of this city, alongside local business Screencraft, who created the films.

Martin’s photos capture the brilliant possibilities of Canberra and, with the footage, are designed to attract attention.

“We’re thrilled with the quality. It’s world class!” Warren says.

“In this day and age of information overload, dull and worthy content is death. You have to have a point of view. The brand project is about changing perceptions of Canberra and I’m really looking forward to listening to what people have to say about the video.”

Warren says the campaign has created an invaluable suite of resources that will be available under Creative Commons to anyone interested in sharing and telling Canberra stories.

“This campaign included a signature brand video plus six additional section videos; hours and hours of contemporary footage and a still-photo library of 2,000 new images of life in Canberra,” he says.

“Establishing a city brand is a long-term business; it takes times. But we are delighted with what we have achieved in just over 12 months.

“People love the brand. It’s popping up in all sorts of interesting places but over the next few weeks and months you will see more people jump on board the CBR Express.”

“CBR is confident, bold and ready; and our content has to match that ambition.”

user

Jessica Schumann

A 'rambling ranga' at heart, Jessica Schumann is a bubbly, creative social thinker who thrives on words, social media and an innate knack for sharing stories. When she finds the time to write, Jessica seeks out the beauty in change and the essence of human condition. Varied and diverse in nature, her writing delves into the enviable world of people, travel, food and culture. When you can't find her in a nook writing, just follow your nose and you’ll soon find Jessica indulging in her other passion – cooking – or curled up on the couch with a good book in hand. You can find her over at ramblingranga.com.au. More about the Author

  • Wow!!! What a stunning vid. So proud of our city.

  • Wow!!! What a stunning vid. So proud of our city.

CBR has a new home…ONLINE

Amanda Whitley

The campaign to change how people think of Canberra stepped up another notch this week, with Brand CBR announcing the city’s new home…online.

Having launched in November of 2012, the past year has seen a focus on creating a presence for the CBR brand itself…and now its ready to communicate with the rest of the world with a new gateway site and video designed to ‘disrupt long held perceptions’ of our nation’s capital and the city many of us call home.

The website, www.canberra.com.au is a contemporary ‘front-door’ to Canberra online and sells the opportunities to study, visit, invest, work, live and play in the world’s most liveable city.

“It’s the first time Canberra will have a single home for the city’s story,” says Warren Apps, Partner of Coordinate, the agency responsible for the brand project.

“Up to this point there hasn’t been a place that unites the Canberra story online. The job of this new site is to attract attention and act as the gateway for people to discover Canberra before exploring the more detailed sites where they can drill down into their particular area of interest.”

But why now?

“The Centenary of Canberra in 2013 was the tipping point,” explains Warren.

“It gave us (the local Canberra community) a real confidence about this wonderful place that we live in and emphasised our role and responsibility as the capital city of Australia.

“Being named the most liveable city in the world by the OECD has topped it off and with the Asian Cup over the last couple of weeks, Canberra is on a roll.”

The aim is to work with everyone in Canberra to keep the momentum going. The mission? To make sure that wherever people are in Australia or around the world, they have a clear understanding of what Canberra stands for and what it has to offer.

“It’s certainly an exciting time to be telling the Canberra story,” says Warren.

Securing the domain [www.canberra.com.au] has been a big win for Brand CBR. Before the website’s launch, the first online contact many people had with Canberra was the ACT Government Information Portal, with messaging around Mr Fluffy and parking fines leaving a less than positive first impression.

“Every city should own their own domain,” says Warren. “It will give us the chance to shape people’s perceptions about Canberra at the first point of contact.”

The new platform features seven new videos that highlight the key sectors of the capital and a host of new photos that speak a thousand words more than anything else.

Anyone who is familiar with Martin Ollman’s work, understands his love and passion for the city and region, and so it was only natural he be commissioned to capture the essence of this city, alongside local business Screencraft, who created the films.

Martin’s photos capture the brilliant possibilities of Canberra and, with the footage, are designed to attract attention.

“We’re thrilled with the quality. It’s world class!” Warren says.

“In this day and age of information overload, dull and worthy content is death. You have to have a point of view. The brand project is about changing perceptions of Canberra and I’m really looking forward to listening to what people have to say about the video.”

Warren says the campaign has created an invaluable suite of resources that will be available under Creative Commons to anyone interested in sharing and telling Canberra stories.

“This campaign included a signature brand video plus six additional section videos; hours and hours of contemporary footage and a still-photo library of 2,000 new images of life in Canberra,” he says.

“Establishing a city brand is a long-term business; it takes times. But we are delighted with what we have achieved in just over 12 months.

“People love the brand. It’s popping up in all sorts of interesting places but over the next few weeks and months you will see more people jump on board the CBR Express.”

“CBR is confident, bold and ready; and our content has to match that ambition.”

user

Amanda Whitley

Amanda Whitley is the founder and director of HerCanberra. In her 'spare time', she instructs zumba, loves to cook (and eat), and wrangles two gorgeous little girls. She's done everything from present the tv news to operate a stop and go sign and is passionate about connecting Canberra women. More about the Author

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