Client: Shipwreck Coast Marketing
Project: Divine Campaign

The Shipwreck Coast.  World renowned natural wonders. Breath taking coast lines. Fascinating heritage and culture. Enriching family experiences.
 
Our task was to develop an enduring position for the region and create a campaign that truly capitalised on the already iconic Great Ocean Road, whilst building greater awareness of the unique offering of Port Campbell, Warrnambool, Camperdown and surrounds. 
 
The ‘divine’ campaign provided a more sophisticated positioning to attract our target of 2 Roy Morgan Value Segments: Visible Achievers and Socially Aware and reinforced the notion of the region offering the perfect ‘shortcut’ to a Great Ocean Road experience.
 
Our media planning ensured this message was delivered effectively to the right audiences, built awareness and elicited a response. Using a combination of radio, television, on-line marketing and press, we took our audience through from basic awareness to response.
 
A creative competition and fulfilment on a campaign micro-site encouraged consumer participation with the brand and enabled us to build a lasting relationship through electronic direct marketing.