Great OCean Road BRand Regional brand The Great Ocean Road region brand essence ‘Where untamed spirits create inspirational wonder’ facilitates a shift from focusing on the road and the rocks to focusing on big nature as the region’s greatest strength. Big Nature delivered through the magic and majesty of the Southern Ocean and the coast line it has sculptured, the big waves of Bells Beach, the talltrees and waterfalls of the Great Otway National park, the lakes and craters of the Volcanic Plains, big tuna, whales, wildlife and rich agriculture. Brand framework A strong brand framework has been established to facilitate cohesion and consistency in all elements of marketing, product development, distribution and visitor servicing. The framework sets the foundations for the celebration of the region’s four experience pillars under our key strength of Big Nature: Active Adventure: shifts the narrative from a passive visit to the region to a more immerse active visit. To explore the beauty of our landscape you need to immerse yourself and be active. Village Inspiration: celebrating the unique features and attributes that define the character of the towns and villages that make up our region. Curated Culture: celebrates the entrepreneurs and artisans of all crafts that call the GOR home. Inspired by the landscapes and its bounty they help define a sense of provenance and shape the character of our individual towns and villages. Surf and Saltwater Wellness: enables us to celebrate the coast, its power to draw people and its capacity to support holistic wellness. The framework also facilitated the development of individual destination brands. This enables individual destinations to showcase their individuality whilst adding to the sum of the whole. Brand toolkits and brand assets are provided to business operators to amplify brand messaging. Where untamed Inspirational spirits create wonder...