Shot in mid-2021, across three months and multiple COVID lockdowns.
The Great Ocean Road’s latest tourism campaign has launched with a rallying anthem and integrated campaign via SAFARI, activating the voices and stories of local operators.
The Greatopia campaign was developed by adventure, tourism and lifestyle content production company, SAFARI and will roll out in a screen-led media strategy across TV, digital, OOH and social.
Greatopia isa call to action for raising awareness of all the great places to stop at aalong 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.
The campaign was shot by SAFARI in mid-2021, across 3 months and multiple COVID lockdowns. With footage captured across the region, 'Greatopia' launches off the back of the ‘Greatopia Anthem’, but extends to tailored anthems and poems for the different shires along the Great Ocean Road.
“While utopia is usually an imagined place. ‘Greatopia', however, is a very real and perfect place. The campaign showcases the unique iconic landscapes of the region, a celebration of why we live in utopia, down along the Great Ocean Road,” says Liz Price, general manager of Great Ocean Road Tourism Limited.
SAFARI director, Nigel Camilleri said: “When you really understand the sense of pride amongst the locals, who truly believe they live in the best region of Australia, then the creation of the Greatopia campaign made perfect sense. This was especially relevant in a time of reflection after the last two years and the momentum to embrace sea, tree and regional changes and experiences.”
Credits:
Creative & Production: Safari
Creative Team: Andrew Englisch, Nigel Camilleri, Alex Wadelton, Terry Mann
Creative Strategy: Chris Jeffares
DOP: Hamish Pattison
Photography: Andrew Englisch, Jaclyn Gittus & Michael Peters
Producer: Nigel Camilleri
Production Managers: Jaclyn Gittus & Jessica Watts
Casting: Safari Talent
Post Production: Safari
Music composition: Terry Mann
Media: Ed Wright (X Marketing) PR: The Buzz Group
Great Ocean Road Regional Tourism Board
General Manager: Liz Price Marketing: Lee Malady & Jo Birley
Digital Marketing: Julia Delgado
