Great Eastern Drive campaign launched

The Great Eastern Drive is one step closer to being recognised as one of Australia’s iconic road trips with the launch of an exciting new marketing strategy.

The Great Eastern Drive is a 176km stretch of scenic road from Orford to St Helens that takes in both spectacular ocean views and inspiring rural vistas.

The highly targeted campaign will enhance the brand of the East Coast and showcase the route’s strengths with the aim of increasing visitation and spend. It is all about discovery, adventure and finding the magic as you wander along The Great Eastern Drive.

The Tasmanian Liberal Government is investing $500,000 over two years to deliver a new brand, website, new tourism and directional signage and a tailored industry tool kit which will allow East Coast businesses to capitalise on the increased recognition of the Great Eastern Drive.

Other activities will include television advertising and promotion via social media, on-line advertising, blogs and partnerships.

Rub rails and warning signs have already been installed in key locations to improve motorcycle safety and State Growth is investigating possible locations for the installation of slow vehicle turnouts.

We are putting up a challenge to other iconic roads like Victoria’s Great Ocean Road for the title of Australia’s top coastal drive.

The East Coast has experienced a 16 percent increase in visitors in the 12 months to March 2015, I look forward to even more tourists discovering the East Coast as a result of promoting the Great Eastern Drive.

We have set a target of attracting 1.5 million visitors to Tasmania each year by 2020, the Great Eastern Drive is another fantastic reason for interstate travellers to make Tasmania their next holiday destination.

Discover the Great Eastern Drive for yourself at www.greateasterndrive.com.au
Will Hodgman, Premier, Minister for Tourism, Hospitality and Events