Be In Your Element
The Brief
Great Ocean Road Regional Tourism were seeking to stimulate off-peak visitation to the iconic Great Ocean Road region. The campaign needed to help celebrate the destination brand pillars of Big Nature, Active Adventure, Surf & Saltwater Wellness, and Curated Culture. It also needed to break through the market clutter with a strong, inspiring campaign.The Solution
Developed from the insight that visitors liked to be in nature, but not too in nature, Ruck developed the "Be in Your Element" campaign that encapsulates the essence and value the Great Ocean Road region offers in winter.The campaign invites visitors to discover their unique connection to the natural beauty, adventurous opportunities, and tranquil wellness experiences offered across the region, whilst also indulging in the cultural comforts of creativity, hospitality and cosy accommodation.
The tagline implies a deeply personal and immersive experience in the region's distinct environment, aligning with the brand's pillars.
It encourages a sense of discovery and to take your time and to settle into place - to find their element, whatever that may be. Great Ocean Road Regional Tourism amplified the campaign across TVC, Radio, Billboards and Print across Victoria.
Services
