The Brief
Great Ocean Road Regional Tourism (GORRT) is a regional tourism board reaching from Torquay to the South Australian border. Tourism associations, operators and local municipalities collaborate to promote this destination to be the first thing on visitors’ minds when travelling and ensure the region prospers. GORRT set the challenge to develop a campaign that encouraged responsible behaviour from visitors aiming to educate visitors on various safety and environmental concerns without coming across as preachy or overwhelming.
The Solution
Inspired by "Where the Wild Things Are," Ruck successfully pitched a campaign concept using whimsical, illustrated characters called “The Naughty Things” to personify the various bad behaviours that visitors may be tempted to indulge while exploring regional Victoria. These mischievous creatures are a playful and personified representation of the potential risks visitors face. Ruck created a dynamic website introducing the characters and providing further education and resources on the issues. The illustrated characters were brought to life through a campaign animated ad spot, as well as billboards and multiple promotional assets ensuring visitor information centres and caravan parks could repurpose, spreading the campaign message further.
Services
