Icon has won a competitive pitch for a major new destination marketing campaign for the Great Ocean Road region.
The integrated campaign – being run on behalf of Great Ocean Road Marketing (a partnership between Great Ocean Road Regional Tourism Board, Geelong Otway Tourism and Shipwreck Coast Marketing) – will run over winter and spring, and is aimed at encouraging Victorians to rediscover the region by promoting experiences beyond the traditional icons.
‘Monday’s the new Sunday’ will combine traditional, social media and digital channels to convince consumers to take Mondays off work and take a long weekend exploring the Great Ocean Road.
Icon Managing Director Joanne Painter said the account win further strengthened the company’s destination marketing and tourism capabilities.
‘Monday’s the new Sunday’ is a campaign designed to be memorable, original and emotional. It’s about invoking nostalgic reflections from Victorians and encouraging people to revisit the Great Ocean Road region,” Ms Painter said.
Director of Great Ocean Road Marketing Carole Reid said Icon had developed a compelling campaign that will cut through the key challenges facing the region, such as deal fatigue and familiarity.
Icon’s innovative strategy is a new approach for the Great Ocean Road region and we are confident it will achieve our goal of increasing visitation during shoulder and off peak seasons,” Ms Reid said.
Fellow Director of Great Ocean Road Marketing, Roger Grant, said an essential component of the campaign was to involve local tourism operators and the ‘Monday’s the new Sunday’ campaign provided powerful incentives for operators to show their support and get involved.
“The response from local tourism operators – whose support is critical to the campaign’s success – has been incredibly positive so far, which is really pleasing,” Mr Grant said.
One of the highlights of the campaign will include an “Instameet” where a group of high profile Instagrammers will visit the region to create beautiful content and get @visitthegreatoceanroad and #mondaysthenewsunday trending on social media.
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