iSPY worked with the Great Ocean Road Tourism Board to develop the Brand Strategy behind 10 destinations within the Great Ocean Road Region and an overarching Masterbrand proposition for interstate and international story-telling. 

We built a proposition for the region that creates differentiation between destinations but solidarity within each destination to inspire innovation for experiences. The visuals below exemplify the campaign that was an eventual outcome of the Brand Strategy development.

Visit Great Ocean Road

Used iSPY’s proprietary six staged approach to investigate the region, engage stakeholders, co-create the proposition and enshrine in a brand strategy with clear signature pillars and a motivating creative expression.

Is a brand strategy that becomes the road map for each destination to build their ideas, experiences and communications. It is an evolving piece where brand strategy inspires actions not just words. Cyclone creative faithfully translated the strategy into the ongoing campaign above and below.


“ iSPY have been instrumental in providing the strategic insight, framework and solution to reposition the Great Ocean Road as a tourism brand. The framework and process has built collaboration across all stakeholders, individual operators, local tourism, trader organisations and local governments. Tania is an excellent facilitator and the journey was just as rewarding as the end result. A strategy that continues to challenge and inspire is and whom I have no hesitation in recommending as the foundation to any brand project.”  

Liz Price General Manager GORRT.