Pace were elected to develop and execute a strategy that promoted tourism in the Apollo Bay and Port Campbell regions on the Great Ocean Road after these regions became affected by flooding disasters and road closures in 2010-11.
The heart of the campaign was a new website (www.seafoodwalks.com.au), which recorded in excess of 40,000 unique visitors per month before the campaign had even completed.
The site consisted of various attractions, cafes, restaurants, walks, fishing locations and itineraries throughout the region and provided an opportunity for all Tourism Members to supply a deal of their choice (signature seafood dish, accommodation, see & do item etc.). Reaching 40,000 unique visitors per month before the campaign was over, the Seafood + Walks was a huge success.
Aired across Western Victorian television throughout the Seafood + Walks campaign period, a commercial was produced on a tight budget to promote the Apollo Bay and Port Campbell regions on the Great Ocean Road. Still photography was pulled to pieces and edited to create an inspiring 3-Dimensional outcome, effectively creating footage from raw images and a seamless, flowing commercial.