Visitors have a habit of leaving things behind' positions the Great Ocean Road as one of Australia’s most renowned coastal drives. The campaign highlights the villages, experiences and attractions along the Great Ocean Road, encouraging people to discover the key strengths of the region – breathtaking coastal and inland scenery, rainforest and wildlife experiences, cultural attractions and food and wine.

The creative idea demonstrates how the stresses of everyday life will be left behind while holidaying along the Great Ocean Road. The magnificent stretch of natural therapy will wash away the hassles of city life.

View Great Ocean Road beach campaign imagery (130kb)
View Great Ocean Road villages campaign imagery (217kb)

The key target markets for this campaign are the Socially Aware and Visible Achievement Roy Morgan Value Segments ™ (30-50 years without children) who are likely to be first time visitors to the region.

Launched in February 2004, this campaign features print (press and magazines) and online advertising in the Melbourne, regional Victoria and New South Wales markets.

View Great Ocean Road tourism information online at visitvictoria.com/greatoceanroad.