With a new advertising campaign featuring a rousing anthem, residents living along the Great Ocean Road are keen to spread the word about their glorious patch and its charms.
The ad, which will hit the screens across TV, digital and social media, features , challenges visitors to seek beyond the usual haunts and discover petrified forests, blowholes, volcanic lakes and craters.
It shows locals doing what they do best - enjoying all that "Greatopia", as it has been dubbed, has to offer.
The Great Ocean Road is already renowned as a magnificent drive, a trove of attractions nestled in its hills, glades, glens and shores.
For nature-loving outdoorsy types, there is the rugged surf coast of Bells Beach near Torquay and the Twelve Apostles.
Along Wye River you can hike or ride a mountain bike across a range of terrains, enjoying scenic camping spots along the way.
Experience fishing in Portland or explore the beauty of the Split Point Lighthouse at Aireys Inlet.
Go chasing the cascades at Hopetoun Falls, see the volcanic lakes and plains or paddle out among the serenity of Lake Elizabeth.
Commune with nature and feel small as you walk among the towering Californian redwoods of Cape Otway.
For those looking to spend time with loved ones and friends, there are lots of charming towns along the way or just around the corner.
From romantic getaways at Deep Blue Hotel & Hot Springs in Warrnambool or lavender fields at Narrawong, to breweries and nightspots, there is something for all tastes.
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