Great Ocean Road Regional Tourism launched the “Be in Your Element” campaign, a strategic initiative designed to deliver on our key objectives of stimulating off-peak visitation, encouraging exploration of the Great Ocean Road during quieter periods, and breaking through the market clutter. “Be in Your Element” invites visitors to forge a personal connection and actively participate with the region’s natural beauty, adventure opportunities, and wellness experiences. This perfect balance allows visitors to find their ideal winter experience, making the Great Ocean Road region the ultimate destination for those looking to truly “Be in Your Element.
Be In Your Element campaign partner opportunity
Businesses can partner to be featured in the promoted itineraries, leveraging the exposure and benefits of being part of the campaign. Note activity will occur year round, with itineraries initially promoted across winter and spring 2025. The campaign package inclusions are outlined below (note that premium partners already receive campaign coverage). The campaign package cost is $1000 + GST.
Inclusions are detailed here:
|
Be In Your Element 2025 Inclusions |
VALUE* |
|
Hero Product listing (12 months) |
$500 |
|
Inclusion in or feature on new Be In Your Element itinerary (webpage) |
$250 |
|
Inclusion/featured in ads promoting itineraries |
$250 |
|
Inclusion (tag) in organic social content promoting itinerary |
$200 |
|
Featured in Advertorial published in both Geelong and Surf Coast Living and Ballarat Central Highlands Living magazines |
$1400 |
|
Consideration for content and media visits |
$500 |
*Total package value is $3,100
Campaign Objectives
- Cut through the Tourism Marketing Clutter
- Showcase the depth and breadth of the region
- Drive overnight stays across the year, including the off-peak period
- Continue to provide media with something to talk about
- Distribute a targeted digital campaign, that leverages from our core customer profiles.
- Continue to build our GORRT owned channels including web, social media and the GORRT consumer database
Target Audience
Melbourne and Regional Victorian based Lifestyle Leaders. Using our Great Ocean Road Customer Profiles to capture slow purposeful visitors.
Campaign Creative
