Every bit different – Visit Victoria’s new 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.

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


There are numerous ways to get involved and leverage the campaign which are explained in detail in the below industry toolkit:

  • connect with us to register interest for promotional opportunities that may arise as part of the campaign
  • update your business listing
  • share what makes your business different
  • download industry assets

If you have any questions or wish to get involved please don’t hesitate to reach out to one of our team HERE.