How do you bring 13 different national institutions together to tell one story that drives visitation?
Canberra’s National Cultural Institutions joined forces for the first time to tell a single, powerful story: discover yourself through Australia’s icons. With a bold, data-led campaign built on collaboration, creativity and precision targeting, The Cultural Icons campaign positioned Canberra as the cultural capital of Australia while delivering reach, visitation and momentum for the city’s cultural sector.
Creative Strategy & Direction | Data Intelligence | Digital Marketing | Integrated Campaigns | Media Planning | Video & Motion Design
Head of Program, Digital Innovation Strategy
National Museum of Australia
Made of Australia is unifying idea that turned 13 national institutions into one cultural brand. The creative reframed Canberra as Australia’s cultural capital, showcasing the breadth of experiences – from astronauts to dancers, parliament to First Nations performers – as reflections of national identity.
Bold storytelling built emotional connection, while a data-led, performance-driven rollout ensured the narrative converted attention into action.
