Our national campaign, Visit Melbourne, is designed to support Victoria’s visitor economy by increasing visitation and expenditure to the state.
Tourism contributes significantly to Victoria’s economy. The pandemic, along with the 2019-20 summer bushfires and impacts of international border closures, saw the visitor economy valued at $12.8 billion at June 2021 – a 60.7 per cent decline since December 2019 according to Tourism Research Australia.
This fully integrated campaign welcomes all Australians back to our great state. Visit Melbourne showcases the best of our city, its surrounding neighbourhoods, and regions. In the latest phase of this campaign, the content will continue to feature the wide range of products and experiences available in the state, with a focus on the greater Melbourne region for our audience looking to rediscover the city.
The campaign is being rolled out across television, cinema, broadcast integration, digital display, search engine marketing, online video, and social media channels, while also being supported by public relations, and trade and industry partnerships.
The campaign name is also the call to action, Visit Melbourne, and leads consumers to the Visit Melbourne website, which features extensive additional information on the experiences, events, and locations available in the Greater Melbourne region.
The music featured in the television advertisements invites travellers to "get set" for Melbourne where, if you'll always find something new.
Visit Melbourne offers a renewed experience of the destination by focusing on the unique and ever-evolving feeling of the state throughout the year. The creative focuses on the depth and breadth of the experiences on offer - positioning Melbourne and Victoria as an open, vibrant, thriving, and energetic place to visit.
As the city constantly evolves and transforms, there's always something new to waiting to be discovered. Whether visiting to see one of the city's major events or simply escaping for a short staycation, around every corner, down every laneway and on every rooftop and basement space there's new restaurants, bars, public artwork, shopping boutiques and more.