The Canberra Story
A narrative that describes who we are at our best - and what we offer to others.
Read moreThe story of a place isn’t created; it’s uncovered.
As our city grows, we needed to take another look at the foundations of our brand: our story.
We’ve always looked to people outside Canberra to tell us who we are. We needed to find this out for ourselves.
How we got here
The Canberra Story emerged from listening: we went out and asked Canberrans from all walks of life what the city means to them. What they love. What they struggle with. How they came to be here and why they’ve stayed.
We supported this work with broader research, surveying Canberrans and Australians’ media behaviour to understand how this story resonates.
The result is The Canberra Story: one compelling narrative that describes who we are at our best — and what we offer to others.
What next?
Our work isn’t done. We’re now exploring what our story means for specific situations – from workforce attraction to tourism. We’re also exploring what resources we need to make the story relevant and useful for you.
If you’re a Canberran, or you want to be Canberran, the story is yours.
