3. GREAT OCEAN ROAD REGIONAL TOURISM

2020 was a challenging year for the Tourism Industry. Now more than ever it is important that we support our industry partners through the low season and encourage consumers to consider the Great Ocean Road as their next holiday destination. We need to challenge our audience to think beyond summer days on the beach and excite them to click ‘book’ with the breadth of things to do, places to go and things to see that they might never have thought of.

A/W is a sensory experience. Both daunting and exciting. Beautiful and foreboding. Dark and vibrant. Freezing but cosy. Everything in this campaign is connected to the wildness of the Great Ocean Road landscape. It’s never a ‘battle’ rather, a playful dance. The more wild the landscape. The softer and warmer the sanctuary. This campaign is a celebration of juxtaposition. The welcoming invite to ‘ stay ’ side by side with the raw excitement of the ‘wild’.

We created an idea that intertwines the unique Great Ocean Road A/W experience with the untamed spirit of our audience - to simultaneously demonstrate the regions brilliant A/W wildness whilst challenging our wild at heart audience to brave it.

We reward the brave with the endless ways the Great Ocean Road will connect their untamed human spirit to our wild landscape. To prevent Winter from luring them into hibernation... but sharpening their senses. Heightening every interaction to feel somehow even more electric. And most importantly, to allow them to Stay Wild this A/W on the Great Ocean Road.