…. Greatopia Winter Remixed


In 2022 Great Ocean Road Regional Tourism went to market for a new campaign with the objective to cut through the Tourism Marketing Clutter, produce distinctive ownable creative executions and create a PR able concept that could extend the campaign beyond paid media. We wanted to showcase the regions diversity to our core customers, strongly emphasising overnight stays and remind people of our spectacular hero experiences post the pandemic. 


Campaign Objectives 


  • Cut through the Tourism Marketing Clutter 
  • Showcase the diversity of the region 
  • Highlight our big hero experiences 
  • Drive overnight stays during the off-peak period 
  • Continue to provide media with something to talk about 
  • Distribute a targeted media campaign, that leverages from our core customer profiles.  
  • Continue to build our GORRT owned channels including web, social media and the GORRT consumer database 
  • Improve on the 2022 campaign reach  


Target Audience

Melbourne and Regional Victorian based Lifestyle Leaders. Using our Great Ocean Road Customer Profiles to capture slow purposeful visitors. 


Time in Market

Winter 2023 – June to August.