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 they 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 airs for the first time 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.
You can access the
campaign toolkit, which outlines how your business can get involved.
Stay Close Go Further
Visit Victoria’s intrastate campaign,
Stay close, go further is designed to help rebuild Victoria’s visitor economy by promoting visitation and expenditure within the state.
The fully-integrated campaign aims to get Victorians moving again by reigniting the passion for their home state, while also targeting visitors from bordering regions of New South Wales and South Australia.
It highlights the creativity, culture and beauty of Melbourne and regional Victoria through its people and connects to the notion of ‘staying close’ (travelling within our great state of Victoria), and the opportunities it affords us, to ‘go further’ (to discover the unexplored or experience something new).
The Stay close, go further campaign is supported through advertising across television, print, radio, social media, out of home and digital, and further supported through Visit Victoria’s public relations and partnerships.
Find out more about the campaign objectives, creative concept, implementation and how to get involved in the
industry toolkit.
Click for Vic
Visit Victoria’s
Click for Vic campaign was launched in August 2020 to encourage Victorians to get behind the tourism industry by buying local products online.
The campaign aims to connect consumers with Victorian businesses offering at-home, virtual or delivered to your door experiences and to help keep businesses operating during this unprecedented time in our history.
It showcases a selection of dine at home options from cafes, bars and restaurants, Victorian produce straight to your door, a range of drink at home delights, and gifts for friends and family.
The campaign aims to stimulate immediate return for businesses, while also keeping the state’s tourism destinations front of mind for Victorians by building awareness and consideration for future travel. Download the
industry toolkit to see how your business can get involved.
A short stay goes a long way
A short stay goes a long way was developed in response to the devastating bushfires across the state in January 2020.
The campaign aimed to inspire Victorians to go on a road trip, stay a while, and help reinvigorate the visitor economy.
The messaging harnessed the rewards of short-break travel around Victoria, while adopting the same strategic approach as Visit Victoria’s Your Happy Space campaign, by focusing on the state’s strong seasonal proposition
