January 15, 2024

On January 14, Visit Victoria launched a new global tourism campaign, Every bit different.

The campaign aims to increase visitation and expenditure in Victoria, showcasing Victoria 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 Visit Victoria will promote regional Victoria in interstate markets.

The campaign aired for the first time during the Australian Open 2024 broadcast – one of the biggest sporting events in the world and a key plank in Victoria’s major events calendar, delivering 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.

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.

Here you’ll find the campaign toolkit, which outlines how your business can get involved.