This priority area supports Victoria's many iconic arts and educational institutions and major events, which offer world-class attractions, events and services, including marketing Victoria's tourist attractions and major events to local and interstate audiences.
Creative Victoria campaigns
In 2023-24, advertising by Creative Victoria institutions such as Museums Victoria, Arts Centre Melbourne, the Australian Centre for the Moving Image and the National Gallery of Victoria informed Victorians about the range of world-class events and exhibitions available at these iconic venues.
TAFE and vocational institutions
Victorian TAFE institutions undertook advertising in 2023-24 to inform prospective students about their unique course offerings, and encourage them to explore the opportunities for learning, development and advancement offered by TAFE qualifications.
Victoria's nature attractions
Melbourne Zoo, Healesville Sanctuary and Werribee Open Range Zoo are iconic tourism drawcards, family destinations and centres for learning and conservation. In 2023–24 these attractions promoted the many experiences offered at these venues and encouraged Victorians to visit, explore and learn about the natural heritage of Australia and the world.
Australian Formula 1 Grand Prix
In 2023–24, advertising campaigns promoted the Australian Formula 1 Grand Prix and Australian MotoGP at Phillip Island, to both local and interstate audiences.
Tourism promotion
In 2023–24, Visit Victoria launched its major new ‘Victoria/Melbourne: Every Bit Different’ brand campaign, to promote the unique and diverse attractions of Melbourne and Victoria to local, interstate audiences and overseas audiences.
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