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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 aired for the first time today 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.

It was wonderful to join Acting Premier Ben Carroll, Minister for Tourism, Sport and Major Events Steve Dimopoulos and Tennis Australia CEO Craig Tiley today at Melbourne to celebrate the launch of our new campaign.

The first day of the Australian Open is the perfect time to launch our new campaign to boost the State’s thriving visitor economy by reaching a massive national and international audience, as well as through the 800,000 plus spectators expected to pass through Melbourne Park’s gates over the next 15 days.

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

It 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.

We are proud of the work we do together as Team Victoria. We are grateful for our ongoing collaboration with industry and our stakeholders, and consultation with First Peoples, which has been integral to the development of this campaign.

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. You can access the campaign toolkit, which outlines how your business can get involved.

We are confident that Every bit different will support even greater growth for our State’s thriving and vibrant visitor economy – beyond the record $36.9 billion achieved in visitor expenditure in the year ending September 2023.

We invite you to join us in celebrating everything that Victora has to offer – more than just a little bit different, it’s every bit different.

Brendan McClements

Chief Executive Officer