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.”

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