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.
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
- 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. Second Phase February & March 2021
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 March 2021
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
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