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Visit Victoria launches new global tourism campaign

15 January 2024

Visit Victoria has launched a new global tourism campaign, Every bit different. The campaign aims to increase visitation and expenditure in Victoria, showcasing the State as a place of incredible diversity, passion and creativity.

Every bit different brings Victoria – Melbourne and the regions – together under a single unifying brand

It is the first time in a decade that we will promote regional Victoria in interstate markets.

The location title of the campaign is interchangeable depending on the content of the advertising. Melbourne. Every bit different will be used for advertising featuring Melbourne, and Victoria. Every bit different will be used for advertising featuring regional Victoria.

The campaign will air  during the Australian Open 2024 broadcast – one of the biggest sporting events in the world and a key plank in our State’s extraordinary major events calendar. There is no better platform on which to launch this campaign and it delivers a powerful national and global audience for this campaign.

Every bit different shows how every bit of Victoria is dynamic, unique and exciting year-round.

The campaign features films of Victorian operators, such as Haus of Dizzy, Alba Thermal Springs, Gimlet, the Gasometer, Bendigo Art Gallery and Pellegrini’s. And there’s more to come.

The campaign will be rolled out across television, broadcast and event partnerships, print, out-of-home, social media, public relations and culturally and linguistically diverse marketing.

It replaces two of the most successful tourism campaigns in Victoria’s history with Stay close, go further and Get Set – Melbourne. These campaigns, which supported the Victorian industry during a period of recovery, reached almost 18 million people in the year ending September 2023.

Get involved

Visit Victoria encourages industry to get involved and take advantage of the size and scale of campaign and activities locally, nationally and globally. You can access the campaign toolkit (below), which outlines how your business can get involved.

Marketing Tourism

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