6. MOYNE SHIRE

The key objective of the “I AM_____ ” brand campaign is to build length of stay and yield all along the Great Ocean Road. But first and foremost it is about ensuring potential visitors know what each town has to offer.

The Great Ocean Road campaign seeks to personalise and encourage visitors to get to know each destination. The campaign has been designed to create and communicate a level of consistency, but flexible enough to tell the story of each destination. Where local operators can leverage the presence of this campaign to help promote their business.

The 'I AM PORT FAIRY' execution positions the town as an unspoilt fishing village infused by the passion and energy of a community dedicated to artistic expression, where surprising experiences can be discovered around every corner, and where visitors can reconnect with the simple pleasures of life, leaving them feeling inspired and rejuvenated. A romantic setting imbued with old world charm, uniquely accessible to nature and wildlife.

The campaign is candid, authentic and is more about the personality or story of the image than an artful execution. It’s all about capturing the signature experiences of each destination through the lens of a traveler as they would share on their own Instagram account.