Visit

Victoria

An overview

Visit Victoria is the primary tourism and events company for the State of Victoria in Australia. Its primary focus is to inspire people to visit Melbourne and Victoria through captivating stories and amazing events. Having very recently gone through a major rebrand and with Melbourne hosting the Australian Tourism Exchange 2024 (ATE24) Exhibition for the first time in four years, this was the first major opportunity to roll-out the new brand to Australian tourism businesses and global distribution partners.

Campaign objectives

The primary objective was to curate an event that exceed all previous events and tell Melbourne’s story in ways that were ‘Every Bit Different’. The brand needed to speak for itself throughout the entire event and establish Visit Victoria’s new visual direction in the tourism market. The core marketing objectives were:

  • Establish ‘Every Bit Different’ in the national and international markets making Melbourne and Victoria top-of-mind for tourism events.

  • Engage major tourism partners, hotel chains, local tourism operators and event managers for opportunities to showcase the new brand.

  • Create a multi-channel campaign hitting all touch points including OOH, editorial, web, digital display, socials and custom print pieces all in the lead up to ATE24.

  • Liase with the brand, design and production teams on the creative direction of Visit Victoria’s stand at the event.

  • Facilitate a uniquely Melbourne experience at the ATE event with custom activations and holistic brand storytelling.

ATE24 - A holistic live event activation

  • Major ‘Every Bit Different’ activation at the Melbourne Convention and Exhibition Center (MCEC) (see below)

  • Custom and purpose built areas that each told the story of Melbourne and Victoria

  • Full ‘Every Bit Different’ branding and takeover of the ATE Welcome Event held at The Esplanade, St Kilda.

ATE24 Exhibition
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Brand Outcomes

One the biggest events in ATE’s 45-year history, with record numbers of international buyers attending. 1,500 Australian tourism operators and 714 tourism wholesalers and retailers from 37 countries attended ATE24.

100+ Victorian tourism businesses participated at the event, with one-in-five joining ATE for the first time.

‘Every Bit Different’ had an expansive, market-wide campaign with brand touch points across all mediums including OOH advertising, editorial publications, web and paid media advertising, social media as well as highly visual custom pieces specifically created for the event itself