Great Ocean Road celebrates 100 Years

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PUBLIC RELATIONS

COMMUNICATION STRATEGY

MEDIA RELATIONS

Great Ocean Road Regional Tourism embarked on a celebration to mark 100 years since construction began on the iconic Great Ocean Road.

‘The Story of the Road’ campaign featured a series of curated events including screenings of the new documentary ‘The Story of the Road’.

 

The event also included local pop-up cinemas, public art installations and augmented reality experiences from Torquay to Apollo Bay.

The event celebrated the Great Ocean Road’s rich history and its role today as a global destination for tourists and locals.

 

The Great Ocean Road connects us with one of the most iconic and beautiful coastlines in Australia.

 

This important build stands as the largest war memorial in the world.

Great Ocean Road Regional Tourism engaged Oliver and York to deliver a captivating and engaging public relations program.

 

Oliver and York achieved mass coverage across national, metro and local print, radio, television and online.

 

The highly successful campaign reached new audiences to shine a light on the rich story of the Great Ocean Road.

DOCUMENTARY FILM

Clothesline Content brought to life ‘The Story of the Road’. 

 

The documentary film explores the rich history of this important stretch of coastline and uncovered the harsh reality of life for those constructing the road.

With untold stories of returned ex-servicemen and civilians who built the road, ‘The Story of the Road’ takes us on a journey that explores the industry, community and surf culture that makes the Great Ocean Road what it is today.

 

Discover the truths through exceptional local storytelling from some of Melbourne's finest content producers.

 

The Lorne Theatre and Apollo Bay Mechanics Hall housed the first screenings of ‘The Story of the Road’.

Original terrazzo floors, geometrical ceiling lines and 1930’s fixtures set the scene. 

Pop up Cinemas were located in Torquay, Angelsea, Lorne, Wye River and Apollo Bay.

 

The activations transitioned visitors from the beautiful coastal backdrop into art deco inspired spaces formed from original shipping containers. 

Locals and visitors uncovered the untold stories of the Great Ocean Road. From early beginnings through to current day.

 

The screenings connected visitors with the surroundings and celebrated the significance of each destination.

Artistic expression and augmented reality experiences dotted the coastline from Torquay to Apollo Bay. 

 

Each provided a space where people could sit down, slow down and immerse themselves in the environment.

 

It was about learning more about their surrounding space and the rich history of the Great Ocean Road.

 

The circular seat design held significance to the nature of the region itself. The seat represented the cyclical nature that sees many return to the region for enjoyment, lifestyle or to simply take it all in.

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