Our COVID Recovery Marketing Strategy

What we are doing & how you can leverage it for your business.

Explore our interactive strategy map below by clicking on the flashing dots for more detail. This map walks you through what we are doing as part of our COVID Recovery Strategy – from current activity to longer term plans.

Together, we do better – so we encourage you to get involved and leverage our marketing activity to support your business.

If you’d rather skip the map, simply keep scrolling for explanations of each activity below.

2 people at 12 Apostles Coast

Immediate + Mid Term Recovery

 

Our “Always On” Strategy

Purpose

To drive web visitation and engagement from our target audiences, across core platforms, to promote our region.

Key messages
Big Nature, Active Adventure, Saltwater Wellness, Curated Culture, Village Inspiration

Activations
Web content, Facebook, Instagram, SEM, SEO, digital advertising, content partnerships, famils, influencer engagement

How you can participate?

  • List on ATDW for free (before Jan 31, 2021)
  • Update your Google My Business
  • Partner with other businesses to develop retail packages
  • Share the love, cross promote other businesses that are open and trading

Agile “Open for Business” Messaging

Purpose
To remain agile in communicating the current landscape and highlight our local businesses, how they have adapted & what they are offering.

Target market
To date: Victoria (non-restricted visitors)

Key messages
“Book Ahead, Book Direct”
“Visit Responsibly – COVID Safe”

Activations
Facebook, Instagram, digital updates, consumer email

How you can participate?

  • List on ATDW for free
  • Update your Google My Business listing
  • Partner with other businesses to develop retail packages
  • Share the love, cross promote other businesses that are open and trading

Awareness Activity During Restrictions

Purpose
To keep our region top of mind for visitors and retain exposure and audience engagement online while restrictions were in place.
Reminding Victorians of their connection to our region whilst tying in the creative for our upcoming major campaign, “The Great Sleepover”
Expand our consumer database in readiness for our recovery marketing
To celebrate local suppliers and producers, and in preparation to leverage Visit Victoria’s planned activity around “Click for Vic” and “Makers & Creators”

Target market
Our base audience with a focus on building engagement from Melbourne and regional Victoria

Key messages
“Missing You”
“Taste the Great Ocean Road”
“Locally Made”

Activations
Facebook, Instagram, digital updates, consumer email
“Taste the Great Ocean Road” Recipe eBook
“Locally Made” consumer website content
“Locally Made” Hamper Competition

    Click for Vic (Visit Victoria Campaign)

    – Launched August 2020

    Visit Victoria Objective
    Leverage the opportunity to buy local products to support periods of limited visitation.
    Build the product offering of regional Victoria, building the intention to visit.

    GORRT Objective
    To develop content to leverage Visit Victoria campaign and maximise exposure of the Great Ocean Road region

    Target market
    Melbourne and regional Victoria

    Key messages
    Encourage Victorians to buy local

    Activations
    Web content, TV, facebook, Instagram, SEM, SEO, digital advertising, content partnerships, famils, influencer engagement

    How you can participate?
    List on ‘Vic Country Market’ site
    Showcase your products on your channels and use campaign hash tags – #clickforvic #visitvictoria #visitgreatoceanroad

    “The Great Sleepover” Campaign

    Wake Up to the Great Ocean Road – Launched September 2020

    Purpose
    To drive visitation from locals, friends, relatives and past guests

    Target market
    Visiting friends & relatives residing in Regional Victoria and Melbourne

    Key Messages
    Explore your backyard with your friends or family
    Drive day trips & overnight visitation

    Activations
    Direct mail, regional TV, regional newspaper, regional radio, digital advertising, content partnerships ie. Urban List
    Plus destination cooperative marketing with local government stakeholders and/or local tourism organisations

    How you can participate?
    Develop retail package
    Use campaign tags & tools through your social media and the hashtags #visitgreatoceanroad #thegreatsleepover
    Share key messages, invite your own audience – Instagram filters, consumer email template, images, content sharing etc

    “52 Great Weekends” Content Partnership

    Greater Melbourne/Regional Victoria – In development to launch end of 2020

    Purpose
    Drive visitation and dispersal from core Melbourne & regional Victorian audience
    Deliver fresh content to support “always on” activations
    Keep top of mind with core audience, regular visitors with a focus on conversion

    Target market
    Greater Melbourne, Regional Victoria

    Key messages
    Messaging to enforce the breadth and depth of offerings in the region and to encourage dispersal

    Activations
    Content creation, Instagram, Facebook, digital advertising
    Video, photography, blogs, itineraries

    How you can participate?
    Find out more information here
    Make sure your business is listed with ATDW

    “Stay Close, Go Further”  – Makers & Creators

    Greater Melbourne / Regional Victoria – Launched November 2020

    Visit Victoria Objective
    Drive visitation from core Melbourne & regional Victorian audience.
    Re-engage all Victorians with their own backyards by promoting stories of people, businesses and experiences 
    Supporting the re-opening of different sectors

    GORRT Objective
    To develop content to leverage Visit Victoria’s campaign and maximise exposure of the Great Ocean Road region
    Deliver fresh content to support our “always on” activations
    To provide Visit Victoria with support and advice for their Great Ocean Road focused activations

    Target Market
    Melbourne and regional Victoria

    Key Messages
    Celebrate local suppliers

    Activations
    Content creation, Instagram, Facebook, digital advertising
    Video, photography, blogs, itineraries

    How you can participate?
    List on ATDW for free
    Provide a special offer
    Develop your own content
    Use campaign hashtags #stayclosegofurther #visitgreatoceanroad

    Touring Routes & Road Trips

    Purpose
    To drive interstate visitation to the Great Ocean Road region
    Leverage (Great Southern Touring Route) GSTR partnership
    Deliver fresh content to support “always on” activations

    Target market
    Interstate

    Key messages
    Enjoy Victoria’s ultimate road trip

    Activations
    TBC

    How you can participate
    TBC

    2 people at 12 Apostles Coast

    Longer Term Recovery

    International

    GSTR / NZ Campaign

    Purpose
    To maintain GSTR brand & relationships in key markets in preparation for reactivation

    Target markets
    International Tourism Operators (ITO)
    New Zealand
    Primary international markets incl. Germany, China, UK, US, SE Asia

    Key messages
    Australia’s ultimate road trip

    Activations
    In-market representation
    ITO briefings
    Australian Tourism Exchange – activity in planning

    How you can participate
    GSTR partnership program extended for 2 years

    Still have questions?