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Home » Victoria Is “Every Bit Different” In New Campaign From Visit Victoria

Victoria Is “Every Bit Different” In New Campaign From Visit Victoria

Visit Victoria has launched a A new global campaign creating an innovative platform that positions Victoria as an exciting and must-do travel destination.

Victoria Tourism Industry Council CEO, Felicia Mariani, said introducing the campaign as the Australian Open 2024 throws open its doors to the world was the perfect way to showcase the excitement and energy that is part of Victoria’s DNA and the role of our enviable major events calendar that makes our state truly unique in Australia.

“In recent times, destination marketing has simply become ‘more of the same’ with regions across the country and around the world all looking to attract us with their beautiful beaches, sunshine, blue waters, and pristine  hinterland. Finding a point of difference that can really make a destination pop and inspire consumers has become increasingly elusive,” Mariani said.

“This new campaign for Victoria has landed on the perfect recipe, stretching the boundaries to illustrate why our state is ’Every Bit Different’ and lifting the lid on what sets Victoria apart in a stream of sameness in destination marketing”.

Every Bit Different brings both metro Melbourne and the regions together under a single unifying brand and will promote regional Victoria in key interstate markets, something that has not occurred for nearly a decade.

This new campaign will air for the first time today during the Australian Open 2024 broadcast, maximising one of the biggest sporting events in the world and an outstanding demonstration of Victoria’s extraordinary major events calendar.

“Over the past decade, regional Victoria has largely been marketed to Victorians, encouraging them to travel in their own backyard. While this has been a sound strategy for activating the low-hanging fruit, regional Victoria has missed out on the increased overnight expenditure that comes with interstate visitation. That all changes from today,” said Mariani.

“Most importantly, the industry is thrilled to see that this new campaign delivers a destination brand that is distinct from the Victorian State Government brand identity, providing a platform that industry can embrace and use in their own marketing efforts”.

“We have not had a distinct destination brand for the tourism industry in Victoria since 2015. Having the platforms of Victoria – Every Bit Different and Melbourne – Every Bit Different, means tourism operators across the state now have the ability to connect with these campaigns in a meaningful way and leverage the activity through their own marketing efforts”.

“The industry looks forward to working in partnership with Visit Victoria as together we illustrate to the world why we are just that EVERY BIT DIFFERENT”.

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Home » News » Victoria’s High Country shines in a new light in ad campaign

Victoria’s High Country shines in a new light in ad campaign

Tourism North East (TNE) has kicked off the new year by launching ‘More Of This’, a new campaign promoting the beauty of Victoria’s High Country.

Curated in collaboration with Melbourne-based creative agency US+US, the new advertisement has been designed to lift the lid on the vast array of unique experiences, landscapes, products, food and drink the region has to offer all year round.

“ Victoria ’s high country has so many hidden gems, and we’re always hearing from new visitors that they didn’t know just how much the region has to offer,” said Bess Nolan-Cook, CEO, TNE.

“We’re thrilled to work with US+US on this campaign that depicts how much more you can get from a trip to the High Country.”

A 60 second TVC gives viewers a glimpse of what the expansive high country has to offer. Highlighting an appealing range of activities and experiences for would be travellers, everything from white water rafting to wine tasting, fly fishing to hot air ballooning. The hero TVC is backed up with a 30 second cut and a range of images to be used in conjunction across billboards and other advertising avenues.

While Victoria ’s High Country is famously known for its alpine mountains – Hotham, Buller and Falls Creek – this campaign has been created to highlight the variety of offerings the region has for travellers 365 days a year.

“The High Country has something for everyone, all year round – and that’s exactly why we’ve created this campaign,” Nolan-Cook said.

“Not only do our mountains provide a huge range of activities throughout the year, we also have some of the state’s best wineries, breweries, distilleries and eateries, luxury and unique accommodation and services, as well as hiking, cycling, horse riding and adventures for all interests and skill levels.”

Jim Ritchie, founder, US+US added: “After a tough few years for tourism, we’re excited to tell the story of one of Victoria ’s most picturesque and exciting travel options. Collaborating with Tourism North East to develop the creative has been great – the quality and range of imagery just shows how incredible the region is.”

The  More of This  campaign will be featured at Moonlight Cinemas in Melbourne and Sydney plus OOH locations in regional and metro Melbourne.

Email the Travel Weekly team at [email protected]

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Visit Victoria's new brand shift - two decades after 'Jigsaw' theme

Visit Victoria has unveiled its first new campaign since departing from its long running 'Jigsaw' platform.

The new 'Wander Victoria' campaign which now sees it calling for Melbournians to leave the city and wander, is the first in a new long-term strategy was launched today in Lorne.

The Victorian Government has invested $3 million into the campaign with Regional Tourism Boards co-oping marketing investment. It's understood to have been three years in the making, and was created by Clemenger BBDO Melbourne,

The campaign uses the tag line 'Victoria have a Wander' and promotes the natural environment in the state as an antidote to the 'always on' nature of the city.

It's the first work for the tourism body after it rebranded its logo in August last year, departing with the highly-awarded 'Jigsaw' positioning, designed by then Mojo Partners. This had been used by the brand for more than 20 years.

Tourism Victoria’s  Jigsaw campaign was recognised as one of Australia’s most respected and successful tourism marketing and advertising campaigns. Dating back to 1993, Mojo Partners developed the slogan "You’ll love every piece of Victoria".

Visit Victoria director of marketing Melanie De Souza says the new campaign is part of the new platform and is part of the government’s aim of brining all elements of the visitor economy under the one, integrated umbrella.

She also says that early testing of the new campaign has actually seen it perform better than the original 'Jigsaw' banner.

“We wanted something that was going to be quite distinct in the travel category,” De Souza says.

“So there is a quirky feel to the creative, a much slower pace and a narrative that is different.”

The campaign will run across television, cinema, social media channels and digital, using the hashtag #wandervictoria.

The hashtag will be used by regional tourism vendors in order to propagate their own content for the campaign.

The campaign also marks the first time the tourism body will target intrastate travel, with Melbournians the focus on the strategy. The intrastate market is the largest source of visitors to regional Victoria and has been experiencing a long-term decline with increasing competition and changing in lifestyle behaviour.

“We had a problem with the way Melbournians were consuming regional Victoria and we needed to re-engage their hearts and minds about what is on their doorstep,” De Souza says.

“The argument in the old days was that you don’t worry about money that is circulating within the economy, but when it's not actually circulating and is a lost opportunity because it's being spent elsewhere, then you’ve got a real problem.”

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How the Victorians invented the ‘staycation’

Lecturer in Victorian literature and culture, University of Bristol

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Joan Passey does not work for, consult, own shares in or receive funding from any company or organisation that would benefit from this article, and has disclosed no relevant affiliations beyond their academic appointment.

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Holidays feel like an important tonic after such a tough year. While international travel is possible, it’s not exactly easy, so many are choosing to stay closer to home, opting for a “staycation”. This year holidaymakers are discovering the treasures of the UK’s coast and the rugged beauty of its landscapes.

Domestic tourism as we know it began in the 19th century when the idea of the holiday was just becoming popularised. Expanding railways and changing work practices meant people had more leisure time to dedicate to travelling. International travel was becoming easier but wasn’t accessible to all, so the Victorians chose to spend this newfound “free” time in the UK.

This gave way to the creation of hot new holiday destinations, mostly on the UK’s coast. Great British seaside towns, from Bournemouth to Brighton, enticed people with promises of fun, sea and clean air – many of the things that continue to lure people today.

The great summer holiday as we know it was conceived by the Victorians . The 19th century saw the industrial revolution and the rise of industrial capitalism, where factories were thriving and work structures were more clearly and rigorously defined and delineated. This led to the emergence of administrative professions, like clerks, and an emerging middle class .

There was more structured working time , including shift work in factories and time off on Sundays. As a result, working-class people had leisure time to use, and by the 1890s some skilled workers had half days on Saturdays, leading to the birth of the “ weekend ” – though this was not formalised until much later in the 20th century.

In 1871 the Bank Holidays Act was passed. This designated certain days as holidays on which banks closed, though, over the years, more businesses began observing these days off work. Before 1830, banks closed only on the 40 saints’ days of the year, though by 1834 this was just four days, including Christmas day. From 1871, any day could be declared a bank holiday, not just saints’ days.

These new leisure hours were used to explore the surrounding countryside and seaside as cities expanded at exponential rates . The working class took day trips and the wealthy stayed in hotels along the coast, many of which still stand today.

Travel was previously only accessible to the wealthy, but an expanding rail network meant that travel across Britain was easier, faster, cheaper and more accessible than ever before. The railway boom began in the 1840s , and by 1850, 6,000 miles of track had been laid and 18,000 by 1880. This meant that smaller towns were connected, as well as big cities.

The rise of mass print literature went hand in hand with the rise of the railway – British train station stalwart WH Smith was established to sell cheap books to train passengers, a brand new audience, as it was previously too bumpy to read on a carriage or cart.

That a greater variety of people could access the margins of the country than ever before caused a lot of anxiety among the upper classes. Poet William Wordsworth famously protested the expansion of the rail into the Lake District, the site that inspired some of his most famous poems, as he thought its beauty would be tainted and that the poor did not have the capacity to appreciate its sublimity.

There was also anxiety that the railway and encroaching tourists would spoil seemingly untouched regions. Protesters in Cornwall thought tourism would dilute the country’s particular identity, language, history and culture. This is not dissimilar to anxieties about tourists buying holiday homes in Wales and Cornwall today.

Tourism is born

An emerging tourist industry meant emerging tourist boards eager to promote UK travel over increasingly accessible foreign travel. By 1870, the Great Eastern Railway was publishing advertisements for “A Day at the Seaside”.

Places in the UK were sold as being somewhat exotic or foreign – Cornwall was called “the Cornish riviera” and maps of Cornwall were flipped upside down and displayed next to maps of Italy to show their similarities.

As a result, sunny seaside resorts were developed by investors – Bournemouth, Brighton, Weston-super-Mare and Blackpool, to name a few. Their influence can still be seen in finely wrought piers, promenades and pavilions of these seaside towns, which have gained renewed popularity during the COVID pandemic.

As seaside getaways became popular, many of the things we associate with the British summer holiday came to be, including deckchairs, ice-cream, donkey rides, Punch and Judy shows (violent puppet shows primarily aimed at children), rock (a hard sugar candy), and games arcades.

Ice-cream became very popular in the 19th century and was a welcome cool treat on summer beaches, as the Victorians developed icehouses (essentially deep wells) to store ice and keep it cool. Queen Victoria had her preferred clear ice imported from Massachussets, USA . Many popular ice-cream flavours might feel unfamiliar to us today, such as cucumber ice-cream.

The tourism that emerged, however, wasn’t always sunshine and deckchairs – one of the first Thomas Cook holiday packages in the 19th century was a railway journey to Bodmin Jail where passengers could look out of the window to witness hangings from the comfort of their own carriage.

While a day out to see hangings or a scoop of cucumber ice-cream may not be quite up modern holiday seekers’ street, many of the things that the Victorians popularised remain a huge part of a British holiday today. So, while enjoying a stick of rock or a game on the pier, spare a thought for the pioneering Victorians who made some of the best bits of your much-needed holiday possible.

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