Case Study #48 - Fifty Million Reasons

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The Great Ocean Road is the Jewell in the tourism crown with millions of visitors enjoying holidays along the road. But success can be its own punishment. Increased traffic and a lack of funding for maintenance over the years had led to serious degradation of the road.

So serious that rock falls and landslips had closed the road for months at a time - devastating the local tourism industry. The Great Ocean Road Regional Tourism called on Pace to develop a public awareness and lobbying campaign to secure desperately needed funds for ensuring the Great Ocean Road was fit for purpose in the future.

The ensuing OMGreatOceanRoad! campaign was low on cost and high on cut through.

The result?A State Government commitment to $50 million in funding.