Great Ocean Road
The Great Sleep Over
Tourism & Travel
Challenge
Inspire lapsed travellers to return to the Great Ocean Road for overnight stays in the wake of COVID lockdowns.
Cultural insight
The pandemic brought travellers a certain nostalgia: for those familiar, comforting places that were just beyond reach during lockdowns. Feeling sentimental and living with a renewed appreciation of travel itself, people were looking to revisit past destinations: to reawaken memories and create new ones.
Disruption
Instead of looking at this challenge through a lapsed-traveller lens, we looked to those who’d played host to travellers time and time again. We adopted a campaign voice from the Great Ocean Road community itself to answer the nostalgic desires of our audience. This lens of nostalgia and longing asked our audience to revisit and reinvigorate their connection with one of Australia’s most beloved tourism regions. By using this truly local voice, we created The Great Sleepover: an invitation full of sincerity and authenticity.
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Agency Delivery
Campaign strategy
Content strategy
Concept development
Photography production
Video production
Print production
Campaign production
Performance reporting
Paid social media management
Organic social content
Content creation
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