GREAT OCEAN ROAD – A REGION-WIDE SLEEPOVER
With the Great Ocean Road bearing the brunt of not just COVID-19, but the effects of last summer’s bushfires, one of Victoria’s most beloved regions is now in need of some serious lovin’ from locals and tourists alike. This is where we stepped in to shape a state-wide campaign that invited Victorians to a region-wide sleepover in their own backyard.
With tourism levels at an unprecedented low in 2020, the aim of the campaign was to encourage those outside the region to reconnect with the people (and the places) they loved within it (once it was COVID-safe to do so). This emotive lens saw us position the Great Ocean Road itself as a nostalgic place of fun-filled memories, and one that was eager to welcome you back in the hopes of making new ones.
The main mechanic of the campaign was a series of branded campaign postcards. These were made specially and given to local residents and businesses with the instruction to send them on to loved ones they missed, encouraging them to holiday locally and ‘wake up to the wonder of our region’ as part of The Great Sleepover. Supported by a TVC and ad campaign, the aim was to restimulate the region as people explored and indulged in everything the Great Ocean Road had to offer.
TVC Storyboard Development
Print Design & Delivery
Digital Design & Delivery
Instagram Filter Development
THE GREAT SLEEPOVER MAP