More than $1  million is likely to be spent on a new program starting in spring  for national and overseas promotions, putting the spotlight on the entire region, extending from Geelong to the South Australian border.

The campaign boost comes after approval to use $660,000,  which had been frozen for two years, and increased state government funding of about $500,000.

It comes as a major restructure of regional tourism marketing management nears completion after almost three years of frustrating delays.

Warrnambool-based Shipwreck Coast Marketing and Geelong-based Great Ocean Road Tourism have just been given a three-month extension in their management roles while final approvals are made for  a new Great Ocean Road board. 

Chairman of the interim board, Wayne Kayler-Thomson, said there was unanimous agreement from nine municipalities in the region that marketing must be aimed more at producing business for hinterland areas beyond the iconic coastal route.

Even Moyne Shire Council, which withdrew its membership of Shipwreck Coast Marketing two years ago, has thrown its support behind the new approach. 

“Planning for a major tactical marketing program is under way aimed at increasing business to destinations within the region,” Mr Kayler-Thomson said. 

“We expect to launch it in August-September. This region has the capability to be one of Australia’s foremost tourism destinations.

“We’ve got opportunity to spend $660,000 of Tourism Victoria money which had been frozen for two years, an increase in  fresh government money and the annual industry and council contributions.

“Previously promotions were generally generic marketing to create awareness of the Great Ocean Road.”

Meanwhile, a push for more government funds to upgrade the Great Ocean Road is continuing, aimed at securing $50m from the state and federal governments over five years.

Otway Coast Tourism chairman Rex Brown drove The Big Spur route in California for a comparison test.

He said he found it in a clearly better condition than the Victorian coastal road.

“It is a smooth ride from one end to the other and by comparison our road is full of dips and slips,” he said.

Mr Brown said the Great Ocean Road handled about seven million visitors a year, compared with three for the Californian route. “Our road should be declared a road of national importance so it can be eligible for federal funding,” he said.

Mr Kayler-Thomson agreed the Great Ocean Road’s condition was vital.

“It is important to have a safe road and to give visitors a high-quality driving experience,” he said.