contentgroup was engaged by Events ACT to provide public relations support for Floriade 2014.

Our goal was to increase interstate and local visitation by creating a greater awareness of Australia’s biggest celebration of spring.

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Capital Metro

The Capital Metro Agency was established in 2013 to plan and implement the first stage of Canberra’s light rail network – a 12km route between Gungahlin and the City.

The project is part of the ACT Government’s vision to create a truly sustainable city. Along with transport benefits, it will bring substantial economic, social and health benefits to the local community.

The challenge for contentgroup was to build community support for the project by clearly defining and telling the Capital Metro story.

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Canberra CBD Ltd

Canberra CBD Limited (CCBD) exists to promote the city centre of Canberra. Funded out of a levy of property owners, CCBD’s main task is to market and maintain the City Centre as the premier retail, lifestyle and commercial district of Canberra.

In 2013, the organisation was struggling to establish awareness of its role or respect for its work in the Canberra community. There were rumblings from key stakeholders inside and outside of government that CCBD was underperforming.

Traditional methods of communication such as advertising and public relations were ineffective and the CCBD was looking for solutions.

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Photo Credit: Martin Ollman

Centenary of Canberra

contentgroup’s National Pride in Canberra PR strategy was our response to the challenge of changing the negative stereotypes about Canberra. We wanted to help build a genuine and lasting connection between the people of Australia and their capital city in Canberra’s Centenary year.

The ACT Chief Minister and Treasury Directorate engaged us in 2012 to collaborate with the Centenary of Canberra PR team in developing strategy, tactics and implementation plans. The immediate goal was to challenge the negative perceptions of Canberra held by Australians living outside the Territory.

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We were engaged to provide public relations services to promote Enlighten 2015, an event that invites visitors to experience Canberra’s cultural institutions in a new light.

The primary aim of our services was to increase interstate and local attendance at Enlighten by promoting the event to target audiences through media and other PR activities.

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Australian National Road Transport Association

The National Road Transport Association had a story to tell but weren’t sure about the best way to go about it. They are a successful, growing organisation but they sensed they could achieve more from their investment in communication.

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