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Every bit different

Every bit different is Visit Victoria’s global tourism campaign.

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.

Every bit different was launched in January 2024 to coincide with the first day of the Australian Open 2024 and a key plank in our State’s extraordinary major events calendar. There was no better platform on which to launch this campaign and it delivered a powerful national and global audience for this campaign.

It features 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 is across television, broadcast and event partnerships, print, out-of-home, social media, public relations and culturally and linguistically diverse marketing.


Resources for industry

We encourage industry to get involved and take advantage of the size and scale of Visit Victoria’s campaign and activities locally, nationally and globally. The campaign toolkit outlines how your business can get involved.

- Every bit different campaign toolkit (PDF, 5MB)