Priority area 4: Generation of revenue for institutions or events

This priority area supports Victoria’s many iconic arts and educational institutions and major events, which offer world-class attractions, events and services for all Victorians and attract interstate and international visitors.

Priority area 4 Generation of revenue for institutions or events 15%

Priority area 4: Generation of revenue for institutions or events 15%

Many of these institutions and events rely on advertising to attract the patronage and attendance that generates revenue for their programs and activities.

Creative Victoria campaigns

Institutions such as Museums Victoria, Arts Centre Melbourne, the National Gallery of Victoria and the Melbourne Recital Centre host a diverse range of world-class programs each year. In 2019–20, advertising informed Victorians about events at these iconic venues and also attracted interstate visitors.

TAFE and vocational institutions

Advertising in 2019–20 supported the TAFE Victoria brand by encouraging Victorians to explore the opportunities for learning, development and advancement offered by Victorian TAFEs, including the Free TAFE for Priority Courses initiative. Throughout 2019–20, advertising undertaken by individual institutions informed prospective students about their unique course offerings.


Melbourne Zoo, Healesville Sanctuary and Werribee Open Range Zoo are iconic tourism drawcards, family destinations and centres for learning and conservation. Advertising by Zoos Victoria promoted new experiences offered by these venues and encouraged Victorians to visit, explore and learn about the natural heritage of Australia and the world.

Australian Formula 1 Grand Prix and Moto Grand Prix

In 2019–20, local and interstate advertising drove ticket sales and attracted visitors to the Australian Formula 1 Grand Prix at Albert Park and the Moto GP at Phillip Island.