Great OCean Road BRand PYramid Essence Voice / personality Values Emotional benefits Hero experiences for building and reinforcing Key strength Independence & freedom Passion for preservation Natural wellness Big Nature Courageous Free spirited The Great Ocean Road (International/Interstate) – as a feature, Intrastate as an enabler The Southern Hemisphere’s most spectacular mix of raw coastal, rainforest and hinterland experiences best exemplified by Port Campbell Coast, Otways Rainforest and Bells Beach. Carved and shaped by the untamed force of the Southern Ocean. Functional benefits Active exploration and participation Emotional benefits Liberated, invigorated and inspired Village Inspiration Active Adventure Curated Culture Surf & Saltwater Wellness A collection of welcoming and active yet very different seaside villages, country towns and regional cities. All with their own distinctively rich stories to tell. An array of accommodation and dining with unobstructed coastal views. Diversity of fertile terrain and climates that produce a growing arrayof fresh produce, wines, beers, wholefoods and organic produce. A strength in active outdoor events(Rip Curl Pro, Cadel Evans, Marathon) complimented by an array of music/cultural paricipatory and spectacular events. The Great Ocean Road, 90km stretch of road counted as one of the world’s most spectacularly scenic coastal drives. It plays host to iconic events and provides easy access to the region’s diverse natural experiences and villages, towns and cities via its network of trails and touring routes. Australia’s surfing mecca brought to you by Southern Ocean’s intensity and worshipedby world surfing elite. Birthplace of global surf brands; Rip Curl and Quiksilver. Home to Rip Curl Pro and the Australian Surf Museum. Array of big nature adventure based outdoor activity;The Great Ocean Walk,Surf Coast Walk, Otway Fly. Walks, cycling trails, camping, water activities, boating, kayaking along the coastline, into the rainforest and beyond. Intimate native Australian wildlife experiences flourish in raw unspoilt habitat. Platypus, koala, kangaroo. Rich history and cultureof our First Nations peopleBudj Bim UNESCO worldheritage listed landscape WHERE UNTAMED SPIRITS CREATE INSPIRATIONAL WONDER