Great Ocean Road - Tourism Australia

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Section 2What makes theGreat Ocean RoadLandscape uniquein the world, notjust Australia?
Each National Landscape offersa uniquely engaging experienceof nature and cultureFind the uniqueness – yourLandscape PositioningThe first step involved locals distilling whatGreat Ocean Road has that isn’t foundanywhere else in the world.Landscape Positioning workshops wereheld throughout the Landscape.The goal was to discover and documentthe core positioning that distinguishesGreat Ocean Road from other Landscapesthroughout Australia.This agreed Landscape Positioning is notabout an advertising campaign, a newlogo or even a tag line. Positioning is theengine that drives the way you offer anddeliver your product now and for decades tocome. It permeates all experiences, creativeapproaches, communication and marketing.It’s what differentiates you. It’s yourcompetitive advantage.This is the unique voice of Great Ocean Road.Positioning underpins the words and imageswe use to sell our Landscape to the world. Themore consistently we all use those words andimages, the stronger our message.It’s what differentiates you. It’s yourcompetitive advantage.This is the unique voice of the FlindersRangers. Positioning underpins the wordsand images we use to sell our Landscape tothe world. The more consistently we alluse those words and images, the strongerour message.Great Ocean Road 10
Page 2 and 3: ContentsSECTION 1 3Introduction 4Gr
Page 4 and 5: Section 1Australia’sNational Land
Page 6 and 7: HeathcoteBalmoralCastlemainePenolaA
Page 8 and 9: 7 Great Ocean RoadDid you know:Rece
Page 12 and 13: The Landscape positioning forGreat
Page 14 and 15: Section 3Building your businesson G
Page 16 and 17: Six Steps to Delivering aGreat Visi
Page 18 and 19: Here are some ideas for specificser
Page 20 and 21: Highlighting your uniquenessto visi
Page 22 and 23: The language of the Great Ocean Roa
Page 24 and 25: Speaking in one voiceWhen presentin
Page 26 and 27: How you can use your Landscape Posi
Page 28 and 29: Section 5MoreInformation

Great Ocean Road - Tourism Australia

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