The newest advertising campaign from Great Ocean Road Tourism has kicked off with the rallying cry of hundreds of ‘Greatopians’ inviting tourists to ‘Greatopia.’
The new ad is set among the coastlines from Torquay through to the South Australian border, with pristine forests, volcanic plains, sumptuous seafood and friendly locals all making an appearance.
The integrated ad campaign aims to raise awareness of all the places to stop at and things to do along the famously scenic drive which will hit the screens across TV, digital and social.
“While utopia is usually an imagined place. ‘Greatopia’, however, is a very real and perfect place. The campaign showcases the unique iconic landscapes of the region, a celebration of why we live in utopia, down along the Great Ocean Road,” Liz Price, general manager of Great Ocean Road Tourism Limited said.
“You can’t be too destination focused when travelling the Great Ocean Road, or you might miss out.
“Its magic lies within each journey and the people, food, drinks and adventure along the way. We want to challenge visitors to seek beyond the usual haunts and discover so much more within Mother Nature, from the petrified forests, blowholes, volcanic lakes and craters.”
The newest ad is geared towards domestic visitors who are waiting for just the right time to enjoy their own backyard, according to Great Ocean Road Tourism.
“The last two years have been a difficult time for our region and industry, so as a local and business owner, I couldn’t be more excited to be part of a campaign that’s aimed to bring people back to our region during winter,” Damien Cerantonio, owner of Great Ocean Road Resort, Anglesea said.
“While yes, it might be a little cooler, pop on a jacket and beanie, and you’re good to go.”
The ‘Greatopia’ campaign was developed by adventure, tourism and lifestyle content production company, SAFARI. And will roll out in a screen-led media strategy across TV, digital, OOH and social.
SAFARI Director, Nigel Camilleri said: “When you really understand the sense of pride amongst the locals, who truly believe they live in the best region of Australia, then the creation of the Greatopia campaign made perfect sense. And this was especially relevant in a time of reflection after the last two years and the momentum to embrace sea, tree and regional changes and experiences.”
