Sydney Melbourne Touring
The iconic Sydney-Melbourne Touring coastal and inland drive routes have long attracted international tourism operators, but the recent need to appeal to more domestic tourists drove (pardon the pun!) a decision to create a consumer-facing story and brand for the company and its drive experiences. Cúpla worked with a team from destinations along both routes to uncover what is so special about these drives for their audiences. The combination of distinctive Australian towns, landscapes and experiences, with the accessibility of the routes curated by Sydney-Melbourne Touring, led us to articulate a story of personal, surprising moments of discovery. This resulted in a simple, engaging and heartfelt identity that is easy for every destination and tourism operator along the routes to own and activate.