A Science Icon Standing Tall in Australia’s Tourism Scene

Elevating Questacon’s brand, we crafted a powerful narrative, solidifying its place as a deserving tourism icon in Canberra’s vibrant tourism landscape.

The Project

We crafted a strategic narrative that celebrated Questacon’s achievements and pivotal role in fostering hands-on science learning, while elevating its brand as an iconic major tourist attraction. By highlighting their innovations, sustainability efforts, and immersive experiences, we positioned Questacon as a deserving contender for recognition in Canberra’s vibrant tourism landscape.

The Client: Questacon

The National Science and Technology Centre in Canberra is a must-visit playground of science and fun, perfect for families and curious minds of all ages. As a standout major tourist attraction, Questacon delights over 450,000 visitors annually and brings the joy of science to communities across Australia, making it the ultimate attraction for inspiration, fun, education and excitement!

The Challenge

Questacon sought to carve out a distinct identity within Canberra’s competitive tourism landscape, which is brimming with popular educational and visitor attractions. The challenge was to craft a strategic narrative that not only celebrated Questacon’s achievements and its pivotal role in fostering science education but also elevate the brand as an iconic major tourist attraction. A key focus was boosting awareness while promoting its continued relevance within Canberra’s dynamic tourism ecosystem.

The Solution

We crafted a submission that spotlighted Questacon’s 35th anniversary and its impressive 456K+ annual visitors. Recent transformations, including energy-efficient upgrades, a vibrant foyer redesign, modernised facilities, and the world-first LEGO® exhibition, showcased Questacon’s bold commitment to innovation, comfort, and sustainability, reinforcing its status as a must-visit attraction.

Align & Gather: Collaborated with Questacon to align on objectives, gather key visitor stats, program highlights, and brand achievements.
Craft the Story: Developed a compelling narrative, highlighting Questacon’s immersive science experiences, contributions to education, inclusivity, and sustainability.
Hit the Criteria: Strategically aligned Questacon’s strengths with the awards criteria to ensure a standout submission.
Refine & Polish: Thoroughly refined the narrative to emphasise Questacon’s unique value in Canberra’s tourism landscape.
Visuals & Proof: Curated high-quality visuals and documentation, showcasing key exhibits, events, and visitor engagement.
Submit & Shine: Completed the awards portal with care, submitting a polished and impactful final application.

A Science Icon Standing Tall in Australia’s Tourism Scene

By strategically showcasing Questacon’s unique strengths, we elevated its status as an iconic, forward-thinking major visitor attraction, cementing its role as a leader in science tourism and ensuring it stands out in a competitive market. They were awarded GOLD at the 2024 Canberra Region Tourism Awards.