Clients – Great Ocean Road Regional Tourism and Limestone Coast Local Government Association, represent six and seven local government areas respectively, along with collaborative partners Tourism Greater Geelong and the Bellarine, Southern Grampians Council, and Wimmera Mallee Tourism.
The aim of the project was to revitalise and modernise the Melbourne to Adelaide Touring Route brand, enhancing its identity as a standalone tourism product. The rebranding effort focused on creating tools and assets to empower stakeholders to promote the route as one of Australia’s great road trips, offering everything from the spectacular to the quaint.
Results
Brand and marketing tools, including logo and tagline, were crafted to showcase the Melbourne to Adelaide Touring Route’s key experiences, emphasising its diverse landscapes, including rugged coastlines, volcanic lakes, caves, rainforests, seaside villages, fertile farmland and more. Oregional delivered a style guide which stakeholders are using to support the promotion of this product.
Scope
Identity
Identity
Brand Exploration – Diversions Direction
Diversions Marketing Colateral