Great Ocean Road celebrates 100 Years
PUBLIC RELATIONS
COMMUNICATION STRATEGY
MEDIA RELATIONS
Great Ocean Road Regional Tourism celebrated the 100th anniversary of the construction of the iconic Great Ocean Road with a campaign called "The Story of the Road". The campaign featured a series of curated events, including screenings of a new documentary, pop-up cinemas, public art installations, and augmented reality experiences. The events celebrated the Great Ocean Road's rich history and its role as a global destination for tourists and locals.
To promote the campaign, Great Ocean Road Regional Tourism engaged Oliver and York to deliver a captivating and engaging public relations program. Oliver and York achieved extensive coverage across national, metro, and local print, radio, television, and online outlets, reaching new audiences and shining a light on the rich story of the Great Ocean Road.
DOCUMENTARY FILM
"The Story of the Road" documentary film, brought to life by Clothesline Content, explores the rich history of the Great Ocean Road and uncovers the harsh realities faced by those who built the road. Featuring untold stories of returned ex-servicemen and civilians, the film takes viewers on a journey that explores the industry, community, and surf culture that make the Great Ocean Road what it is today. With exceptional local storytelling from some of Melbourne's finest content producers, "The Story of the Road" offers a unique look at this iconic stretch of coastline.
The first screenings of "The Story of the Road" were held at the Lorne Theatre and Apollo Bay Mechanics Hall. The historic theaters, with their original terrazzo floors, geometrical ceiling lines, and 1930s fixtures, provided the perfect setting for the event. Pop-up cinemas were also set up in Torquay, Angelsea, Lorne, Wye River, and Apollo Bay, offering visitors a chance to learn about the untold stories of the Great Ocean Road from its early beginnings to the present day.
In addition to the screenings, artistic expression and augmented reality experiences were scattered along the coastline from Torquay to Apollo Bay, providing visitors with a space to slow down and immerse themselves in the environment. The circular seat design was chosen to represent the cyclical nature of the region, as many people return to the area for enjoyment, lifestyle, or to simply take it all in.