VisitCanberra's new tourism campaign is all about  celebrating those "moments of joy" that make a holiday so memorable – whether it's gobbling up a freakshake, tearing through the bush on a mountain bike or laughing with your children as they discover something new.
The long-term tourism plan is also about encouraging tourists to spend $2.5 billion a year in the ACT by 2020, an increase of $880 million on current figures.
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Canberra's latest tourism promotion shows the family friendly side of the nation's capital, and the "greatest day ever". Video supplied by ACT Tourism.
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ACT tourism ad focuses on fun for kids
Canberra's latest tourism promotion shows the family friendly side of the nation's capital, and the "greatest day ever". Video supplied by ACT Tourism.
Its tagline One Good Thing After Another leverages off Canberra's ability to offer visitors a diverse range of experiences, all within close proximity of each other.
The four-year plan appeals to global and domestic markets with front and centre the time-poor tourist who wants to pack plenty into a short break.
The ACT Government has spent $2 million on the campaign which has five "weekend movie trailers" at its heart, each appealing to a different segment of the market, the first released on Thursday, focusing on family fun.
Families, thrill seekers, foodies, indulgence seekers and relaxation hunters would all be targeted in separate films, the full suite to be released in April.
The campaign will be promoted on social media and in cinemas, with hopes it will generate a digital word-of-mouth momentum that encourages others to come and see the national capital
Each of the trailers is a collection of "moments" that VisitCanberra hopes will emotionally compel viewers to visit the national capital.
A new app will allow people to click and drag on each "moment" to customise their own video itinerary and essentially create their own mini-film of what they plan to do on their Canberra holiday – and which they can share on social media.
VisitCanberra director Ian Hill said that concept of encouraging social media users to share the campaign's key features and for the national capital to "earn" authentic promotion at the consumer level was a continuation of its other social advocacy campaigns, Human Brochure and 101 Local Humans.
"You can come up with a line but if it's not believable, I think, you're potentially just wasting marketing money," he said.
Mr Hill said the imminent start of direct flights to Singapore obviously opened up the possibility of more international tourists to Canberra. New Zealand was also a key market. But the campaign was also a pitch for more domestic tourists and an unashamed attempt to steal market share from NSW, in particular.
"We're in this competitive environment and you're a family sitting in Sydney going, 'I've got my options for a short break out of Sydney' and Canberra needs to be higher on the consideration," he said.
VisitCanberra group marketing manager Kelly Ryan said the concept was sparked after the organisation commissioned a survey of 1200 likely holiday makers in key domestic markets as well as Singapore.
The research found what people most valued about the national capital in terms of a short trip of two to four days was its "diversity and proximity".
"Research has demonstrated that consumers are time poor so this idea of being able to do more in less time is really appealing, particularly when you are talking about a short break."
Poll
Do you think VisitCanberra's new tourism campaign will make more people visit the nation's capital?
Poll closed 25 Feb, 2016
Disclaimer: These polls are not scientific and reflect the opinion only of visitors who have chosen to participate.