The Great Ocean Road’s latest tourism campaign was launched with a rallying anthem and integrated campaign, activating the voices and stories of local operators. The ‘Greatopia’ campaign will roll out in a screen-led media strategy across TV, digital, OOH and social.

The rousing integrated ad campaign is both a call to action, and a call to meander, raising awareness of all the great places to stop at and things to do along the famously scenic drive. One of Australia’s most famous tourist destinations, the Great Ocean Road brings together the surf coast from Torquay with the river at Anglesea, the bushland at Lorne and the towering Californian Redwoods of Otway. Extending all the way to the South Australian border, the campaign is set amongst over 400km of captivating coastlines, with pristine forests, volcanic plains, sumptuous seafood and friendly locals.