Floriade
Bringing colour to Canberra’s spring festival.
Service
Identity + ReputationWork
Spring in the Nation's capital
Introduction
Flower festivals aren’t just for old ladies. At least, this one isn’t. Working with VisitCanberra, and then later EventsACT, we refined the insight that the Floriade visitor experience is serendipitous. People pop in rather than plan it.
Australia’s Biggest Celebration of Spring.
To encourage visitation, we had to first strengthen the perception of Canberra as the definitive short-break destination in spring. Understanding the target market was key to crafting creative that was tailored towards them.
“The campaign [by NATION] has given the event a clear tone-of-voice and visual language that has helped us attract national headline acts across NightFest. It will also ensure Floriade maintains its position as “Australia’s biggest celebration of spring” and is recognised as the largest and most prestigious spring flower show in Australia and a must-see event by target audiences.”
Nicole Hayes, Campaign Marketing Manager, VisitCanberra.
Explore Floriade’s Dark Side.
The campaign gave the event a clear tone-of-voice and visual language that helped attract national headline acts across Floriade and NightFest, a four night illuminated festival of music, comedy and food markets.
Bursting with blooms
100 individually photographed tulips and poppies allowed for flexibility across the campaign. The hero artwork could be re-worked across social, digital, outdoor, print and transit bringing consistency and clarity. Combined with positioning Canberra as the ultimate spring getaway and crafting a campaign that spoke directly to spontaneous travelers, NATION presented Floriade as a vibrant, multi-sensory experience. This resulted in increased visitation, national attention, and a reinvigorated festival that proves flower shows can bloom far beyond tradition.
