The Works won the Grand Effie this year for Canadian Club’s Over Beer campaign, the Panadol and direct marketing for Optus.

Now it has also become the lead creative agency for VisitCanberra, boosting a relationship that has resulted in successful work for the tourism body.

The Works, which has won a pitch against eight other agencies, will manage the strategic and creative development of a new integrated marketing platform for VisitCanberra. It will handle creative strategy and development, digital, social and content marketing for the new initiative.

Ian Hill, director at VisitCanberra added, “The thinking presented by The Works during the review was a clear stand out and will provide an exciting new platform from which we can build. We have worked closely with them before and saw outstanding results from the Human Brochure campaign so we’re looking forward to expanding the relationship and continuing to promote just what a great destination Canberra and our region is to visit.”

In 2012, The Works launched VisitCanberra’s Human Brochure campaign. The awarded social media initiative allowed 500 people from all over Australia enjoy a range of experiences in the nation’s capital and share their opinions across social platforms.

Douglas Nicol, creative partner at The Works commented, “Data insights that led to great creative ideas were key to informing the approach we took during the pitch and we relish the opportunity to deliver this innovative new platform and even more effective work for VisitCanberra as a result.

“Canberra offers a huge range of attractions, restaurants and experiences all within minutes of one another which is a unique selling point Canberra can truly own and we can’t wait to highlight that there’s so much more to it than politicians and diplomats.”