Come Winter in Victoria

Come Winter in Victoria is Visit Victoria’s new global campaign to drive visitation and expenditure to Melbourne and regional Victoria this winter.

It’s part of the State’s Every bit different brand platform, showcasing the uniqueness and vibrancy of Melbourne and regional Victoria in winter.  The integrated campaign spans paid, owned and earned elements.

A diverse range of Victorian operators and locations are featured, with scenes that contrast the typically expected winter conditions with unexpected moments of sensory delight. The kind of moments you can only experience when you Come Winter in Victoria.

A national advertising campaign will commence from 1 June 2026 with high-reaching placements in Victoria and interstate markets across out-of-home, streaming and video platforms, audio and social media – supported with content and event partnerships, display advertising and regional print.

The new 15 second winter films are expected to deliver more than 30 million impressions nationally, outdoor advertising to reach four-in-five Victorians under 55 years old, and the campaign will see more than 30 million social impressions nationally.

It builds on a spectacular start to the winter season with a one-night-only pop-up show by global sensation KATSEYE on 8 May 2026. Supported by Visit Victoria, the event reinforced Melbourne’s reputation for world-class live music experiences and set the tone for a vibrant, culture-filled winter ahead. 

Other elements of the campaign already underway include cooperative marketing campaigns with airlines, hotels and partners such as Luxury Escapes, website, public relations and social media activity, and Visit Victoria’s global immersion program where trade and media experience the best bits of winter first-hand.

In addition, the winter 2026 edition of the Official Visitor Guide to Melbourne and Victoria features hundreds of Victorian operators and unique winter events and experiences. Hard copies of the guide are available at hotels, transport hubs, airports, visitor information centres, retail and hospitality precincts, major attractions and universities, with the online edition available globally.

The campaign also extends into Visit Victoria’s priority international markets in South and South-east Asia, with education and training taking place with trade and key distribution partners (KDPs), and cooperative marketing activity underway with partners such as Qantas and Klook.

Come Winter in Victoria delivers on our commitment identified in our five-year organisational strategy, Visit Victoria 2030 – creating demand for travel by building awareness and aspiration for Victoria and Melbourne with a focus on off peak periods.

We invite you to join us in celebrating everything that Victoria has to offer this winter – a season that doesn’t dilute the experience; it intensifies it.