A Strong & Consistent brand story Priority 4: Drive year round slow tourism Create a deeper connection for visitors to the region through the rich stories that shape it Embed the region’s cultural and environmental story in the visitor experience Ensure marketing & promotional campaigns highlight the breadth of hero products Create stronger connections between destinations and experiences Leverage partnerships to maximise brand reach Create a portfolio of markets Maximise existing and return visitors to grow satisfaction and increased length of stay and expenditure - one more coffee, one more meal, one more attraction, one more night Encourage hub and spoke touring to increase dispersal and to link experiences and destinations Alignment of key pillars with Experience Victoria pillars and priorities FOCUS STRATEGIES ACTIONS GORRT ROLE Enhancing our global brand so that it Supports the breadth of world-class, year-round hero Big Nature products Work closely with Visit Victoria and Tourism Australia to leverage their activity and ensure consistency with the region’s vision & aspirations FACILITATE Position the Great Ocean Road Region as a multi day destination in all markets. DELIVER Grow Great Ocean Road presence in Great Southern Touring Route through development of international ready products & experiences DELIVER Redevelop the Region’s website to enhance connection with visitors in their dreaming phase and facilitate deeper planning DELIVER Develop itineraries and packaged product to support multi-night visitation DELIVER Continue to evolve the destination brands to increase length of stay and dispersal. DELIVER Develop & deliver targeted marketing & promotional campaigns and activations to drive demand off peak and facilitate experiences and dispersal through peak periods Maintain a strong evidence base to inform decision making DELIVER Deliver an integrated ‘Always on’ program to enhance our digital footprint DELIVER Develop cooperative marketing opportunities for stakeholders to build a strong and consistent brand story DELIVER Develop brand assets to empower all stakeholders to amplify a strong and consistent brand story DELIVER Promote the proximity of destinations and experiences Drive hub & spoke offering – linking experiences & destinations DELIVER Diversify visitor markets Grow interstate markets DELIVER Grow business event markets DELIVER Develop a visitor servicing culture to cultivate longer stays and repeat visitation Create a seamless visitor experience across all customer touchpoints FACILITATE Implement the future of visitor servicing strategy to drive a regionalisation of visitor servicing FACILITATE Leverage major events & partnerships to strengthen our global brand Leverage the region’s signature events such as Rip Curl Pro, 2025 UCI Gran Fondo World Championships, Great Ocean Road Running Festival, Port Fairy Folk Festival, May Race Carnival FACILITATE Enhance and develop off peak events aligned to the regions brand Support Council and GORCAPA initiatives to secure events of national and international significance that align with the region’s brand pillars FACILITATE Support events which strengthen the region’s brand and cultural identity including our food, arts, trail and road running, cycling and mountain biking and ocean-based activity FACILITATE