The Great Ocean Road region is one of Australia’s international tourism icons. But getting locals to visit is more challenging. In 2013 Icon was appointed to plan and execute an integrated creative and digital marketing campaign to promote the region and drive visitation over winter and spring.
Our research showed that traditional destination marketing campaigns in the region had little cut-through. Instead Icon devised a smart campaign that relied on social media, digital and email channels to encourage Victorians to take a longer weekend down the Great Ocean Road. Multiple stakeholders and a tight budget added to the challenge.
Icon’s solution leveraged our combination of creative ideation, digital insights and PR skills. The result was a truly innovative and fresh campaign that engaged not just consumers but hundreds of operators across the region. To launch the campaign Icon held Victoria’s first ever Instameet, attracting over 500,000 likes and generating over $100,000 in media coverage.
The 'Monday's the new Sunday' campaign won the Digital Marketing award in the 2014 AMI Awards for Marketing Excellence.