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Victorian Government Advertising Report 2017-18 - campaign activity summary

This report provides a summary of major Victorian Government advertising campaigns undertaken from 1 July 2017 to 30 June 2018.

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Victorian Government advertising campaigns in 2017–18

Media advertising expenditure

The Victorian Government purchases media through the whole of Victorian Government Master Agency Media Services (MAMS) state purchase contract.

The MAMS contract covers media planning and buying on behalf of government, and is managed by the Department of Treasury and Finance.

Victorian Public Sector organisations that used the MAMS contract during 2017–18 qualified for significantly discounted government media rates. These included:

  • all Victorian Government departments
  • public bodies (which include, but are not limited to, statutory authorities, public entities, special bodies and other users). Examples include the Transport Accident Commission, Visit Victoria, WorkSafe Victoria, Ambulance Victoria, TAFE institutes, VicRoads and the Victorian Electoral Commission.

For more information, check the MAMS procurement page .

Reporting requirements for Victorian Government advertising

Each year, Victorian Government departments and public bodies publish information within their annual reports about their expenditure on major advertising campaigns, in line with the relevant Financial Reporting Direction. For 2017–18, the relevant Financial Reporting Direction is FRD 22H Standard disclosures in the Report of Operations (May 2017) .

For 2017–18, this means departments and public bodies must report the following details for each advertising campaign with a total advertising buy of $100,000 or greater (exclusive of GST):

  • the name of the advertising campaign
  • the start and end date of the campaign
  • a campaign summary
  • details of campaign expenditure for the reporting period (exclusive of GST).

Advertising campaigns included in this report

This summary report includes a short description of each major government campaign reported for 2017–18 and a breakdown of the expenditure for each. Campaign expenditure is broken down by:

  • Advertising media expenditure – expenditure arranged through the Victorian Government’s MAMS media purchasing contract
  • Creative and campaign development expenditure – including advertising agency costs, creative development and production costs
  • Research and evaluation expenditure – including formative research, concept testing, benchmarking and tracking research, evaluation research and analysis
  • Print and collateral expenditure – includes design, printing, production, postage, distribution and warehousing costs
  • Other campaign expenditure – activity not included in the above categories.

Note that this report includes details of major government advertising campaigns for 2017–18. For an overview of all Victorian Government media advertising expenditure, including recruitment and functional advertising, refer to the Victorian Government Advertising Report 2017–18 at www.vic.gov.au.

Summaries of major campaigns undertaken in 2017–18

Australian Centre for the Moving Image – Wallace & Gromit and Friends: The Magic of Aardman

Summary

A fully integrated marketing campaign to promote this exhibition celebrating Aardman’s rich creative legacy, artists and animators, as part of ACMI’s Melbourne Winter Masterpieces exhibition.

Duration

June 2017 – January 2018*

Campaign advertising expenditure $ (excluding GST)

Media advertising buy

158,950

Creative and campaign development

N/A (completed in house)

Research and evaluation

40,000

Print and collateral

27,395

Other campaign costs

40,034

* Campaign spanned the 2016–17 and 2017–18 financial years.

Australian Centre for the Moving Image – Wonderland

Summary

A fully integrated marketing campaign to promote this ACMI conceived and developed exhibition celebrating Lewis Carroll’s timeless tale, as part of ACMI’s Melbourne Winter Masterpieces exhibition.

Duration

April – October 2018

Campaign advertising expenditure $ (excluding GST)

Media advertising buy

195,043

Creative and campaign development

N/A (completed in house)

Research and evaluation

30,585

Print and collateral

36,468

Other campaign costs

122,240

Australian Grand Prix Corporation – 2017 Michelin Australian Motorcycle Grand Prix

Summary

Campaign supporting the 2017 Australian Motorcycle Grand Prix held at Phillip Island on 22 October 2017. Campaign included television in capital cities and regional, print, magazine, radio and outdoor and digital web advertising.

Duration

July – October 2017

Campaign advertising expenditure $ (excluding GST)

Media advertising buy

403,000

Creative and campaign development

218,000

Research and evaluation

24,000

Print and collateral

21,000

Other campaign costs

45,000

Australian Grand Prix Corporation – 2018 Formula 1 Rolex Australian Grand Prix

Summary

Campaign supporting the 2018 Formula 1 Australian Grand Prix held at Albert Park on 25 March 2018. Campaign included television in capital cities and regional, print, magazine, radio and outdoor and digital web advertising.

Duration

October 2017 – June 2018

Campaign advertising expenditure $ (excluding GST)

Media advertising buy

2,005,000

Creative and campaign development

473,000

Research and evaluation

42,000

Print and collateral

31,000

Other campaign costs

74,000

Bendigo Kangan Institute – 2017 semester 1 advertising

Summary

Campaign to meet student enrolments and student retention goals for semester 1, 2017. The campaign also aimed to boost awareness of the Kangan Institute and Bendigo TAFE brands.

Duration

January – March 2017*

Campaign advertising expenditure $ (excluding GST)

Media advertising buy

950,000

Creative and campaign development

0

Research and evaluation

0

Print and collateral

0

Other campaign costs

0

* Bendigo Kangan Institute’s annual report covers the 2017 calendar year.

Bendigo Kangan Institute – 2017 mid-year and open day advertising

Summary

Campaign designed to drive May-August 2017 enrolments for all courses.

Duration

April – August 2017

Campaign advertising expenditure $ (excluding GST)

Media advertising buy

600,000

Creative and campaign development

0

Research and evaluation

0

Print and collateral

0

Other campaign costs

0

Bendigo Kangan Institute – 2017 end-of-year advertising

Summary

Campaign to drive awareness and enrolments for Semester 1, 2018 intake.

Duration

September – December 2017

Campaign advertising expenditure $ (excluding GST)

Media advertising buy

450,000

Creative and campaign development

0

Research and evaluation

0

Print and collateral

0

Other campaign costs

0

Box Hill Institute – Victorian Tertiary Admissions Centre (VTAC) and direct entry campaign

Summary

Campaign to recruit students via VTAC and direct entry.

Duration

October 2016 – February 2017*

Campaign advertising expenditure $ (excluding GST)

Media advertising buy

189,310

Creative and campaign development

16,723

Research and evaluation

0

Print and collateral

610

Other campaign costs

11,670

* Box Hill Institute’s annual report covers the 2017 calendar year.

Chisholm Institute – January 2017 recruitment

Summary

Main acquisition campaign for 2017 student enrolment.

Duration

Not supplied in annual report*

Campaign advertising expenditure $ (excluding GST)

Media advertising buy

376,993

Creative and campaign development

1,500

Research and evaluation

0

Print and collateral

0

Other campaign costs

0

* Chisholm Institute’s annual report covers the 2017 calendar year.

Chisholm Institute – Mid-year recruitment

Summary

Integrated acquisition campaign for 2017 mid-year enrolment.

Duration

April – July 2017

Campaign advertising expenditure $ (excluding GST)

Media advertising buy

390,534

Creative and campaign development

715

Research and evaluation

0

Print and collateral

0

Other campaign costs

5,040

Chisholm Institute – Tactical campaign

Summary

Short-term tactical campaign to boost 2017 enrolments.

Duration

3 September – 14 October 2017

Campaign advertising expenditure $ (excluding GST)

Media advertising buy

259,264

Creative and campaign development

0

Research and evaluation

0

Print and collateral

0

Other campaign costs

0

Chisholm Institute – 2018 recruitment campaign – Choose Your Calling

Summary

Acquisition campaign for 2018 student recruitment – Choose Your Calling.

Duration

6 November 2017 – 31 March 2018

Campaign advertising expenditure $ (excluding GST)

Media advertising buy

1,966,680

Creative and campaign development

860,500

Research and evaluation

0

Print and collateral

0

Other campaign costs

0

Department of Economic Development, Jobs, Transport and Resources – Level Crossing Removal Authority

Summary

Campaign to inform Melbourne’s public transport users, residents and businesses about disruptions associated with the level crossing removal works. Key messaging enables people to make informed travel plans to ensure they can get to where they need to go as quickly and as efficiently as possible whilst these works are undertaken.

Duration

1 July 2017 – 30 June 2018

Campaign advertising expenditure $ (excluding GST)

Media advertising buy

3,375,127

Creative and campaign development

126,105

Research and evaluation

0

Print and collateral

0

Other campaign costs

0

Department of Economic Development, Jobs, Transport and Resources – Metro Tunnel

Summary

Campaign to increase awareness and understanding of the Metro Tunnel Project works and benefits, as well as specific disruption works and periods. The call to action encourages people to seek more information and plan extra time for their journey.

Duration

1 July 2017 – 30 June 2018

Campaign advertising expenditure $ (excluding GST)

Media advertising buy

2,816,620

Creative and campaign development

437,860

Research and evaluation

0

Print and collateral

0

Other campaign costs

0

Department of Economic Development, Jobs, Transport and Resources – Victoria – the State of Defence Excellence

Summary

To increase awareness of Victoria’s defence industry and capabilities, including the promotion of Victoria’s credentials as the ideal location for defence industry contracts and suppliers.

Duration

1 July 2017 – 30 June 2018

Campaign advertising expenditure $ (excluding GST)

Media advertising buy

1,115,000

Creative and campaign development

161,257

Research and evaluation

0

Print and collateral

3,743

Other campaign costs

0

Department of Economic Development, Jobs, Transport and Resources – Small Business Festival Victoria

Summary

The month-long Small Business Festival features hundreds of events across metropolitan and regional Victoria. The Festival provides information, ideas and inspiration to people who are starting or growing a business.

Duration

1 July – 30 September 2017

Campaign advertising expenditure $ (excluding GST)

Media advertising buy

237,000

Creative and campaign development

125,000

Research and evaluation

31,000

Print and collateral

100,000

Other campaign costs

300,000

Department of Economic Development, Jobs, Transport and Resources – Automotive Transition Campaign

Summary

Campaign to promote Victorian Government assistance available to retrenched workers in the lead-up to the end of car manufacturing in Victoria.

Duration

20 July – 30 November 2017

Campaign advertising expenditure $ (excluding GST)

Media advertising buy

199,708

Creative and campaign development

32,025

Research and evaluation

26,159

Print and collateral

0

Other campaign costs

4,720

Department of Economic Development, Jobs, Transport and Resources – Summer boating safety campaign – Lifejacket safety

Summary

To improve awareness of lifejacket legislation and promote safer boating behaviour.

Duration

21 January – 29 April 2018

Campaign advertising expenditure $ (excluding GST)

Media advertising buy

236,264

Creative and campaign development

4,985

Research and evaluation

19,998

Print and collateral

3,080

Other campaign costs

6,858

Department of Economic Development, Jobs, Transport and Resources – Victoria’s Big Build

Summary

Campaign to deliver coordinated messaging to Victorians relating to disruptions associated with major transport infrastructure projects through a centralised phone number and website. The campaign highlights the scope and magnitude of current and future infrastructure projects. The website also provides a jobs portal, promoting employment opportunities across all projects.

Duration

7 February – 30 June 2018

Campaign advertising expenditure $ (excluding GST)

Media advertising buy

2,000,000

Creative and campaign development

804,601

Research and evaluation

66,500

Print and collateral

0

Other campaign costs

0

Department of Economic Development, Jobs, Transport and Resources – West Gate Tunnel

Summary

To increase awareness and inform motorists and communities of the West Gate Tunnel Project construction and associated traffic disruptions. The campaign used TV, radio, social media and print in both metro and regional areas to provide information about the project.

Duration

11 February – 30 June 2018

Campaign advertising expenditure $ (excluding GST)

Media advertising buy

680,651

Creative and campaign development

374,110

Research and evaluation

0

Print and collateral

0

Other campaign costs

0

Department of Education and Training – Never Leave Kids in Cars

Summary

Campaign to raise awareness of the dangers of leaving children unattended in cars on hot days, and the speed the temperature doubles inside a parked car. Campaign conducted in partnership with the Department of Health and Human Services, Ambulance Victoria and Kidsafe.

Duration

December 2017 – March 2018

Campaign advertising expenditure $ (excluding GST)

Media advertising buy

119,469

Creative and campaign development

0

Research and evaluation

0

Print and collateral

0

Other campaign costs

21,381

Department of Education and Training – Look Before You Lock

Summary

Campaign to raise awareness of the factors that lead to accidentally leaving children locked in a car, which has the potential to be fatal. The campaign promoted strategies to lower the risk of inadvertently leaving a child in a car.

Duration

13 February – 22 March 2018

Campaign advertising expenditure $ (excluding GST)

Media advertising buy

177,950

Creative and campaign development

50,000

Research and evaluation

48,800

Print and collateral

9,251

Other campaign costs

6,281

Department of Education and Training – TAFE Victoria

Summary

This campaign aims to position TAFE as a market leader and the trusted choice for vocational education to ultimately increase enrolments.

Duration

1 July 2017 – 30 June 2018

Campaign advertising expenditure $ (excluding GST)

Media advertising buy

2,726,562

Creative and campaign development

32,297

Research and evaluation

67,900

Print and collateral

33,110

Other campaign costs

134,113

Department of Environment, Land, Water and Planning – Victorian Energy Compare

Summary

External communications campaign focused on informing communities about the Victorian Energy Compare website and the $50 incentive for using the website. The campaign included television, radio, print and social media advertising.

Duration

22 January – 2 March 2018

Campaign advertising expenditure $ (excluding GST)

Media advertising buy

740,948

Creative and campaign development

0

Research and evaluation

0

Print and collateral

0

Other campaign costs

0

Department of Environment, Land, Water and Planning – Powerline Bushfire Safety Program (PBSP) power outages media campaign: Summer 2017–18

Summary

External communications campaign designed by the PBSP, delivering on powerline protection-related recommendations from the 2009 Victorian Bushfires Royal Commission. The campaign included advertising, media placement, posters, videos, guides and social media.

Duration

January – February 2018

Campaign advertising expenditure $ (excluding GST)

Media advertising buy

86,514

Creative and campaign development

3,280

Research and evaluation

0

Print and collateral

0

Other campaign costs

11,000

Department of Health and Human Services – Smoke free outdoor dining

Summary

Campaign to support the introduction of smoke-free outdoor dining in Victoria from 1 August 2017.

Duration

1 July – 17 December 2017

Campaign advertising expenditure $ (excluding GST)

Media advertising buy

460,000

Creative and campaign development

50,000

Research and evaluation

0

Print and collateral

600,000

Other campaign costs

0

Department of Health and Human Services – Supercare Pharmacies

Summary

Campaign to raise awareness of the scale and scope of services offered by Supercare Pharmacies throughout Victoria.

Duration

1 July 2017 – 30 June 2018

Campaign advertising expenditure $ (excluding GST)

Media advertising buy

295,000

Creative and campaign development

70,000

Research and evaluation

0

Print and collateral

0

Other campaign costs

0

Department of Health and Human Services – Epidemic Thunderstorm Asthma

Summary

This public health and safety campaign was developed in response to recommendations identified in the Inspector-General of Emergency Management’s ‘Review of response to the thunderstorm asthma event of 21-22 November 2016’.

Duration

1 September – 31 December 2017

Campaign advertising expenditure $ (excluding GST)

Media advertising buy

250,000

Creative and campaign development

100,000

Research and evaluation

20,000

Print and collateral

0

Other campaign costs

0

Department of Health and Human Services – Childhood Immunisation: No Jab, No Play

Summary

Campaign to increase awareness of the importance of childhood immunisation and the introduction of ‘No Jab, No Play’ legislation.

Duration

15 October – 30 November 2017

Campaign advertising expenditure $ (excluding GST)

Media advertising buy

630,000

Creative and campaign development

30,000

Research and evaluation

20,000

Print and collateral

0

Other campaign costs

20,000

Department of Health and Human Services – Child protection recruitment

Summary

Campaign to encourage applications from diverse and qualified professionals for
450 new child protection roles, instil pride in the job among the current workforce and begin to change the community’s thinking about child protection.

Duration

13 November 2017 – 30 June 2018

Campaign advertising expenditure $ (excluding GST)

Media advertising buy

350,000

Creative and campaign development

220,000

Research and evaluation

53,000

Print and collateral

0

Other campaign costs

0

Department of Health and Human Services – Heat Health 2017–18

Summary

Campaign to ensure the community understands the risks of extreme heat to their health and how to manage these risks appropriately.

Duration

10 December 2017 – 31 March 2018

Campaign advertising expenditure $ (excluding GST)

Media advertising buy

320,000

Creative and campaign development

45,000

Research and evaluation

25,000

Print and collateral

60,000

Other campaign costs

40,000

Department of Health and Human Services – Respect Women: Call It out

Summary

Campaign to target bystanders to intervene when they witness gender inequality and sexism – two of the main drivers of family violence.

Duration

December 2017 – June 2018

Campaign advertising expenditure $ (excluding GST)

Media advertising buy

3,132,974

Creative and campaign development

1,201,067

Research and evaluation

177,543

Print and collateral

0

Other campaign costs

913,696

Department of Health and Human Services – Save Lives, Save 000 for Emergencies

Summary

Campaign to remind Victorians to save Triple Zero for emergencies and promote a range of other health services as options for non-life threatening situations.

Duration

21 January – 30 March 2018

Campaign advertising expenditure $ (excluding GST)

Media advertising buy

1,250,000

Creative and campaign development

525,000

Research and evaluation

53,000

Print and collateral

0

Other campaign costs

0

Department of Health and Human Services – Seasonal Influenza

Summary

Campaign to prepare Victorians for the 2018 flu season by raising broad awareness of the risks of influenza, particularly among those most at risk of complications, and the protective steps available, including immunisation.

Duration

22 April – 30 June 2018

Campaign advertising expenditure $ (excluding GST)

Media advertising buy

740,000

Creative and campaign development

321,000

Research and evaluation

17,000

Print and collateral

21,000

Other campaign costs

45,000

Department of Health and Human Services – Kilojoules on the menu

Summary

This campaign supports the implementation of the Food Amendment (Kilojoule Labelling Scheme and Other Matters) Act 2017 by raising awareness of kilojoule labelling, required daily intake and encouraging Victorians to make better informed, healthier food choices.

Duration

17 January – 30 April 2017

Campaign advertising expenditure $ (excluding GST)

Media advertising buy

197,298

Creative and campaign development

63,161

Research and evaluation

45,000

Print and collateral

0

Other campaign costs

0

Department of Justice and Regulation – Real Estate Underquoting Consumer campaign

Summary

Campaign aimed to empower home buyers by promoting new real estate underquoting laws and assist them to understand information provided by real estate agents. This will enable informed decisions when researching and buying real estate property.

Duration

1 October – 20 December 2017 and February 2018

Campaign advertising expenditure $ (excluding GST)

Media advertising buy

138,390

Creative and campaign development

37,703

Research and evaluation

30,000

Print and collateral

0

Other campaign costs

1,020

Department of Justice and Regulation – Summer Fire campaign 2017–18

Summary

The Summer Fire campaign is an annual Victorian bush and grassfire awareness campaign that aims to improve community understanding of fire and fire risk, encourage Victorians to take responsibility for their own safety and prompt people to leave early to minimise injury and loss of life due to fire. The campaign was run at three different stages of the bushfire season.

Duration

13–20 October 2017, 1 December 2017 – 28 February 2018 and March 2018

Campaign advertising expenditure $ (excluding GST)

Media advertising buy

4,141,390

Creative and campaign development

592,223

Research and evaluation

175,971

Print and collateral

2,929

Other campaign costs

132,780

Department of Justice and Regulation – Play it Safe by the Water 2017–18 campaign

Summary

Play it Safe by the Water is an annual community safety campaign that raises awareness of the risks posed by water among select target audiences, in partnership with aquatic and partner agencies. This year’s campaign targeted Victorian parents/carers of children aged 0–4 years old, and older Victorians aged 55 years and over.

Duration

17 December 2017 – 28 April 2018

Campaign advertising expenditure $ (excluding GST)

Media advertising buy

760,768

Creative and campaign development

123,828

Research and evaluation

85,325

Print and collateral

0

Other campaign costs

21,947

Department of Premier and Cabinet – Deadly Questions

Summary

Year one of a multi-year campaign aiming to build greater understanding between Aboriginal and non-Aboriginal people. The campaign promotes the new Deadly Questions online platform, which allows non-Aboriginal Victorians to ask Aboriginal Victorians questions they always wanted to ask, but were too afraid or embarrassed.

Duration

May – June 2018

Campaign advertising expenditure $ (excluding GST)

Media advertising buy

375,000

Creative and campaign development

343,000

Research and evaluation

160,000

Print and collateral

373,000

Other campaign costs

198,000

Department of Premier and Cabinet – Pick My Project

Summary

Campaign to encourage Victorians to engage with the Pick My Project initiative and apply for project funding to benefit their local community.

Duration

May – June 2018

Campaign advertising expenditure $ (excluding GST)

Media advertising buy

228,000

Creative and campaign development

60,800

Research and evaluation

0

Print and collateral

13,400

Other campaign costs

0

Department of Premier and Cabinet – Victoria is Hiring

Summary

Campaign to promote the range of employment opportunities available within the Victorian Government and direct job seekers to the Victoria is Hiring website.

Duration

December 2016 – June 2017

Campaign advertising expenditure $ (excluding GST)

Media advertising buy

1,300,000

Creative and campaign development

622,000

Research and evaluation

0

Print and collateral

0

Other campaign costs

0

Department of Premier and Cabinet – Victorian. And proud of it

Summary

Year two of a multi-year campaign to promote social cohesion and the Victorian Values Statement through stories of diverse Victorians contributing and belonging. The 2017–18 advertising program included promotion of the campaign engagement vehicle – Vicky the Truck – as it travelled across Victoria to take the campaign to communities across the state.

Duration

August 2017 – June 2018

Campaign advertising expenditure $ (excluding GST)

Media advertising buy

443,000

Creative and campaign development

140,000

Research and evaluation

35,000

Print and collateral

0

Other campaign costs

165,000

Department of Treasury and Finance – Regional awareness campaign

Summary

Campaign contained two key components. The first was to raise awareness among regionally-based Victorians of government initiatives, including changes to stamp duty and the doubling of the First Home Owner Grant. The second was to promote the government’s reductions in payroll tax for businesses based in regional Victoria.

Duration

3 September – 28 October 2017

Campaign advertising expenditure $ (excluding GST)

Media advertising buy

800,000

Creative and campaign development

235,328

Research and evaluation

82,500

Print and collateral

0

Other campaign costs

39,820

Energy Safe Victoria – Carbon monoxide awareness

Summary

Campaign educating Victorians on the dangers of carbon monoxide and encouraging them to take action to reduce their risks.

Duration

20 May – 24 June 2018

Campaign advertising expenditure $ (excluding GST)

Media advertising buy

160,000

Creative and campaign development

0

Research and evaluation

10,000

Print and collateral

8,000

Other campaign costs

8,000

Energy Safe Victoria – Carbon monoxide awareness (extension)

Summary

Extension of the Winter 2018 carbon monoxide awareness campaign in response to risks associated with open flue heaters.

Duration

17 June – 29 July 2018

Campaign advertising expenditure $ (excluding GST)

Media advertising buy

167,000

Creative and campaign development

0

Research and evaluation

0

Print and collateral

0

Other campaign costs

0

Energy Safe Victoria – DIY=DIE

Summary

Warning Do It Yourself (DIY) enthusiasts of the dangers of undertaking their own electrical work.

Duration

25 March – 6 May 2018

Campaign advertising expenditure $ (excluding GST)

Media advertising buy

199,000

Creative and campaign development

0

Research and evaluation

10,000

Print and collateral

3,000

Other campaign costs

15,000

Energy Safe Victoria – Look Before You Cook

Summary

Campaign aimed at reducing BBQ fires by teaching people how to safely maintain their gas BBQ.

Duration

31 December 2017 – 25 February 2018

Campaign advertising expenditure $ (excluding GST)

Media advertising buy

134,000

Creative and campaign development

0

Research and evaluation

10,000

Print and collateral

11,000

Other campaign costs

5,000

Federation Training – 2018 recruitment

Summary

Acquisition campaign targeting February 2018 student enrolments.

Duration

6 November – 31 December 2017*

Campaign advertising expenditure $ (excluding GST)

Media advertising buy

122,722

Creative and campaign development

0

Research and evaluation

0

Print and collateral

0

Other campaign costs

0

* Federation Training’s annual report covers the 2017 calendar year

GOTAFE (Goulburn Ovens Institute of TAFE) –
Apply Now – 2016–17 campaign

Summary

Campaign to raise awareness of the profile of GOTAFE and generate awareness of 2017 course offerings.

Duration

1 January – 28 February 2017*

Campaign advertising expenditure $ (excluding GST)

Media advertising buy

142,567

Creative and campaign development

0

Research and evaluation

0

Print and collateral

0

Other campaign costs

0

* GOTAFE’s annual report covers the 2017 calendar year.

Holmesglen Institute – 2017 mid-year recruitment campaign

Summary

‘Learn More, Do More’ recruitment campaign for 2017 executed across strategic outdoor locations, transit, radio, television commercial and cinema audiences.

Duration

March – July 2017*

Campaign advertising expenditure $ (excluding GST)

Media advertising buy

264,000

Creative and campaign development

0

Research and evaluation

0

Print and collateral

21,000

Other campaign costs

10,000

*Holmesglen Institute’s annual report covers the 2017 calendar year.

Holmesglen Institute – 2017 New Year recruitment campaign

Summary

‘Learn More, Do More’ recruitment campaign for 2017 executed across strategic outdoor locations, transit, radio, television commercial and cinema audiences.

Duration

August – December 2017

Campaign advertising expenditure $ (excluding GST)

Media advertising buy

270,000

Creative and campaign development

2,000

Research and evaluation

0

Print and collateral

28,000

Other campaign costs

5,000

Holmesglen Institute – 2017 Open Day campaign

Summary

‘Learn More, Do More’ Open Day call to action campaign. Digitally-focused with radio support to drive Open Day bookings to the website and capture prospects in the conversion funnel.

Duration

January – December 2017

Campaign advertising expenditure $ (excluding GST)

Media advertising buy

128,000

Creative and campaign development

12,000

Research and evaluation

0

Print and collateral

0

Other campaign costs

0

Independent Broad-based Anti-corruption Commission – ‘When something’s not right. Report it.’ campaign

Summary

An extension of a campaign raising awareness of the different forms public sector corruption can take and encouraging Victorians to report it to IBAC. Existing creative was disseminated via digital, radio and print media.

Duration

30 July – 24 September 2017

Campaign advertising expenditure $ (excluding GST)

Media advertising buy

111,656

Creative and campaign development

0

Research and evaluation

0

Print and collateral

0

Other campaign costs

0

Melbourne Polytechnic – 2016–17 Summer campaign

Summary

Brand campaign promoting 2017 student enrolments.

Duration

1 January – 28 February 2017

Campaign advertising expenditure $ (excluding GST)

Media advertising buy

380,200

Creative and campaign development

11,000

Research and evaluation

0

Print and collateral

0

Other campaign costs

0

*Melbourne Polytechnic’s annual report covers the 2017 calendar year.

Melbourne Polytechnic – 2017 mid-year campaign

Summary

Brand campaign promoting 2017 mid-year enrolments.

Duration

24 April – 23 July 2017

Campaign advertising expenditure $ (excluding GST)

Media advertising buy

285,000

Creative and campaign development

0

Research and evaluation

0

Print and collateral

0

Other campaign costs

0

Melbourne Polytechnic – VTAC campaign

Summary

Enrolment and brand campaign to encourage students to enrol via VTAC.

Duration

1 August – 30 September 2017

Campaign advertising expenditure $ (excluding GST)

Media advertising buy

239,400

Creative and campaign development

101,500

Research and evaluation

0

Print and collateral

0

Other campaign costs

0

Melbourne Polytechnic – 2017–18 Summer campaign

Summary

Brand campaign promoting 2018 student enrolments.

Duration

1 October – 31 December 2017

Campaign advertising expenditure $ (excluding GST)

Media advertising buy

801,100

Creative and campaign development

391,300

Research and evaluation

0

Print and collateral

0

Other campaign costs

0

Museums Victoria – Bug Lab

Summary

Campaign to drive visitation to Melbourne Museum’s travelling exhibition 'Bug Lab'.

Duration

June – October 2017*

Campaign advertising expenditure $ (excluding GST)

Media advertising buy

283,000

Creative and campaign development

0

Research and evaluation

5,000

Print and collateral

24,000

Other campaign costs

36,000

* Campaign spanned the 2016–17 and 2017–18 financial years.

Museums Victoria – Vikings: Beyond the Legend

Summary

Campaign to drive visitation to Melbourne Museum’s touring exhibition 'Vikings: Beyond the Legend'.

Duration

March 2018 - ongoing

Campaign advertising expenditure $ (excluding GST)

Media advertising buy

151,000

Creative and campaign development

40,000

Research and evaluation

5,000

Print and collateral

65,000

Other campaign costs

66,000

National Gallery of Victoria – The House of Dior: Seventy Years of Haute Couture

Summary

Campaign supporting The House of Dior exhibition, which was a collaboration between NGV and prestigious French haute couture house, Christian Dior. An integrated marketing campaign was developed to attract local, regional, interstate and international visitors through cinema, transit, print and digital/social media advertising.

Duration

27 August – 7 November 2017

Campaign advertising expenditure $ (excluding GST)

Media advertising buy

504,000

Creative and campaign development

23,000

Research and evaluation

10,000

Print and collateral

1,000

Other campaign costs

3,000

National Gallery of Victoria – NGV Triennial

Summary

Campaign to support a major exhibition featuring works from more than 100 artists and designers from 32 countries. The marketing campaign featured the national release of a cinema advertisement, local and international print advertising and targeted outdoor advertising.

Duration

15 December 2017 – 15 April 2018

Campaign advertising expenditure $ (excluding GST)

Media advertising buy

394,000

Creative and campaign development

0

Research and evaluation

0

Print and collateral

2,000

Other campaign costs

9,000

National Gallery of Victoria – Triennial EXTRA

Summary

Campaign to support Triennial EXTRA, a ten-night festival comprised of art, dance, performance and other events. The campaign included local radio, outdoor, print, digital and social media advertising.

Duration

19 – 28 January 2018

Campaign advertising expenditure $ (excluding GST)

Media advertising buy

74,000

Creative and campaign development

7,000

Research and evaluation

0

Print and collateral

20,000

Other campaign costs

6,000

National Gallery of Victoria – Melbourne Design Week 2018

Summary

The 2018 iteration of the major four-year design initiative was an ambitious and collaborative program that showcased Melbourne as a global design city. The campaign included local radio, outdoor advertising, print, digital and social media activity including satellite venue signage packages.

Duration

15 – 25 March 2018

Campaign advertising expenditure $ (excluding GST)

Media advertising buy

74,000

Creative and campaign development

5,000

Research and evaluation

0

Print and collateral

28,000

Other campaign costs

1,000

National Gallery of Victoria – MOMA at NGV: 130 Years of Modern and Contemporary Art

Summary

The NGV’s 2018 Melbourne Winter Masterpieces exhibition provided a unique survey of the New York Museum’s iconic collection. The campaign was designed to attract local, regional, interstate and international audiences through print, digital, outdoor, transit and social media activity.

Duration

9 June – 7 October 2018*

Campaign advertising expenditure $ (excluding GST)

Media advertising buy

258,000

Creative and campaign development

24,000

Research and evaluation

0

Print and collateral

0

Other campaign costs

12,000

* Campaign spanned the 2017–18 and 2018–19 financial years.

Public Transport Victoria – High Capacity Metro Trains

Summary

The campaign informed public transport users about bus replacement services on the Cranbourne-Pakenham rail corridor during 2017. This was due to work done on the line for the High Capacity Metro trains project.

Duration

1 July – 30 October 2017

Campaign advertising expenditure $ (excluding GST)

Media advertising buy

277,585

Creative and campaign development

35,344

Research and evaluation

77,500

Print and collateral

1,665

Other campaign costs

0

Public Transport Victoria – Supporting users to be ready to travel

Summary

The campaigns promoted high-readiness ticketing products – myki Auto Top Up and myki Commuter Club. They aimed to address accidental and unintentional fare evasion that occurs when customers are unprepared to travel, with insufficient funds on their myki.

Duration

10 July 2017 – 30 June 2018

Campaign advertising expenditure $ (excluding GST)

Media advertising buy

788,363

Creative and campaign development

154,924

Research and evaluation

0

Print and collateral

104,260

Other campaign costs

0

Public Transport Victoria – Explore the Night with the Night Network

Summary

The campaign maintained awareness and encouraged the use of the Night Network, 24-hour public transport on Friday and Saturday nights.

Duration

21 January – 28 April 2018

Campaign advertising expenditure $ (excluding GST)

Media advertising buy

976,621

Creative and campaign development

580,045

Research and evaluation

53,100

Print and collateral

85,380

Other campaign costs

0

Public Transport Victoria – Get to know your bus

Summary

The second year of the campaign focused on the Whitehorse, Manningham, Monash and Geelong communities and aimed to improve understanding and attitudes to buses.

Duration

Phase 3 and 4 – 4 February – 28 April 2018

Campaign advertising expenditure $ (excluding GST)

Media advertising buy

678,805

Creative and campaign development

496,965

Research and evaluation

69,000

Print and collateral

160,825

Other campaign costs

69,526

State Trustees Limited – Let’s Talk – phase 1

Summary

Campaign designed to promote State Trustees, and its services.

Duration

14 May – 30 June 2018

Campaign advertising expenditure $ (excluding GST)

Media advertising buy

177,000

Creative and campaign development

67,000

Research and evaluation

0

Print and collateral

1,000

Other campaign costs

0

Transport Accident Commission – Large Format Outdoor Billboards

Summary

The TAC's extensive outdoor network provides important 'point of sale' messaging to road users at the time it is most relevant to them. The portfolio covers regional Victoria and metropolitan Melbourne. New sites with digital capability have been added to TAC's portfolio to enable more efficient changeover of messaging.

Duration

July 2017 – June 2018

Campaign advertising expenditure $ (excluding GST)

Media advertising buy

3,161,870

Creative and campaign development

(Costs included in campaign production spend)

Research and evaluation

0

Print and collateral

0

Other campaign costs

0

Transport Accident Commission – Towards Zero – Living Proof and Man on the Street

Summary

Campaign told the stories of crash survivors to demonstrate that a systemic approach to safety is now in place. Eight stories from everyday Victorians shared the living proof that the choices we make on the roads can save our lives.

Duration

7 August – 3 September 2017

Campaign advertising expenditure $ (excluding GST)

Media advertising buy

599,316

Creative and campaign development

198,142

Research and evaluation

54,176

Print and collateral

0

Other campaign costs

0

Transport Accident Commission – Drinking. Driving. They’re Better Apart

Summary

This campaign continues to encourage males aged 18–39 years not to drive at all after drinking. A new suite of social media films challenged us to rethink having a drink before driving, given we would not accept this behaviour of a pilot before a flight or a vet before pet surgery.

Duration

20 August – 31 October 2017

Campaign advertising expenditure $ (excluding GST)

Media advertising buy

795,695

Creative and campaign development

476,218

Research and evaluation

79,076

Print and collateral

0

Other campaign costs

0

Transport Accident Commission – Vehicle Safety – How safe is your first car?

Summary

Campaign commenced soon after the RACV’s annual announcement of Used Car Safety Ratings. Key message across the set of videos targeting young drivers is that cars with safety features are available for less than $5,000.

Duration

1 October 2017 – 30 June 2018

Campaign advertising expenditure $ (excluding GST)

Media advertising buy

76,939

Creative and campaign development

181,731

Research and evaluation

54,176

Print and collateral

0

Other campaign costs

0

Transport Accident Commission – Motorcyclist Safety – Driver think rider. Rider think driver

Summary

Campaign speaks to drivers about how to help keep riders safe on our roads. New creative was introduced to provide specific instructions to drivers and riders.

Duration

8 October – 4 November 2017

Campaign advertising expenditure $ (excluding GST)

Media advertising buy

1,195,317

Creative and campaign development

231,625

Research and evaluation

54,176

Print and collateral

0

Other campaign costs

0

Transport Accident Commission – Cycling – Drivers, give the space to ride safe

Summary

A public education campaign developed in conjunction with VicRoads on the safe overtaking of bicycles by motorists, as noted in the Victorian Government’s response to a Parliamentary Inquiry into the safe overtaking of cyclists.

Duration

5 November – 23 December 2017

Campaign advertising expenditure $ (excluding GST)

Media advertising buy

799,389

Creative and campaign development

378,028

Research and evaluation

166,495

Print and collateral

0

Other campaign costs

0

Transport Accident Commission – Enforcement – Think of us

Summary

New campaign aims to deter risky behaviour by encouraging people to consider the presence of Victoria Police on the roads each time they drive. Police are portrayed as personal guardians who help us make better decisions about our driving in three different television commercials dealing with speeding, drink-driving and text-driving.

Duration

10 December 2017 – 30 June 2018

Campaign advertising expenditure $ (excluding GST)

Media advertising buy

3,592,111

Creative and campaign development

1,063,746

Research and evaluation

55,260

Print and collateral

0

Other campaign costs

0

Transport Accident Commission – Infrastructure – Safer Roads Save Lives

Summary

Advertisements featuring newly-installed safety barriers, rumble strips and roundabouts ran in regional press across digital channels, radio and outdoor billboards to demonstrate how safety features of roads are getting us towards zero. A television and cinema commercial shared the true story of two men whose lives were saved by flexible centre barriers on the Melba Highway.

Duration

26 December 2017 – 27 June 2018

Campaign advertising expenditure $ (excluding GST)

Media advertising buy

1,889,149

Creative and campaign development

198,677

Research and evaluation

93,176

Print and collateral

0

Other campaign costs

0

Transport Accident Commission – Drug Driving – More drug tests, more places, more often

Summary

Campaign continues to advise the community that police are continually increasing the number of drug tests conducted each year to detect drivers and riders with amphetamines and cannabis in their system.

Duration

4 February – 3 March 2018

Campaign advertising expenditure $ (excluding GST)

Media advertising buy

1,163,225

Creative and campaign development

368,231

Research and evaluation

54,176

Print and collateral

0

Other campaign costs

0

Transport Accident Commission – Drowsy Driving – You can't fight sleep

Summary

Over the 2018 Easter break, drivers and riders were reminded of the body’s inability to fight the need for rest. The campaign drove traffic to the SES and Driver Reviver sites that offered free refreshments to incentivise drivers to break their journey and take a 15‑minute powernap.

Duration

18 March – 17 April 2018

Campaign advertising expenditure $ (excluding GST)

Media advertising buy

1,197,054

Creative and campaign development

295, 706

Research and evaluation

54,176

Print and collateral

0

Other campaign costs

0

Transport Accident Commission – Child Safety – Thingle Toodle

Summary

A long-running campaign of advertisements shown in cinemas as part of the Victorian ‘Starting Out Safely’ program, providing early childhood education on seatbelts, helmet wearing and crossing the road.

Duration

4 – 19 April 2017

Campaign advertising expenditure $ (excluding GST)

Media advertising buy

198,208

Creative and campaign development

0

Research and evaluation

0

Print and collateral

0

Other campaign costs

0

Transport Accident Commission – Drink Driving –
Blow 0.5 and lose your licence

Summary

Informational campaign alerted the community to new drink-driving and drug-driving penalties. Channels included outdoor billboards, radio, digital petrol pumps, tram sides, social media and regional press.

Duration

29 April – 30 June 2018

Campaign advertising expenditure $ (excluding GST)

Media advertising buy

599,735

Creative and campaign development

53,576

Research and evaluation

102,679

Print and collateral

0

Other campaign costs

0

VicHealth – This Girl Can – Victoria

Summary

A state-wide, mass media campaign, including sports sponsorships aimed at increasing physical activity and supporting gender equality. This campaign aims to empower women to be active however, whenever and wherever they want.

Duration

25 March – 30 June 2018

Campaign advertising expenditure $ (excluding GST)

Media advertising buy

1,245,000

Creative and campaign development

741,000

Research and evaluation

148,000

Print and collateral

17,000

Other campaign costs

1,767,000

VicRoads – Summer Roadworks

Summary

Public awareness campaign to inform Victorians of the significant program of works occurring throughout Melbourne during the summer of 2017-18, including a three-day closure of the Tullamarine Freeway.

Duration

December 2017 – January 2018

Campaign advertising expenditure $ (excluding GST)

Media advertising buy

500,000

Creative and campaign development

65,000

Research and evaluation

0

Print and collateral

0

Other campaign costs

0

VicRoads – Motorcycle lane-filtering

Summary

A public education campaign to ensure the Victorian community is aware of the legislative change making lane-filtering legal for motorcyclists.

Duration

December 2017

Campaign advertising expenditure $ (excluding GST)

Media advertising buy

130,000

Creative and campaign development

49,950

Research and evaluation

0

Print and collateral

0

Other campaign costs

0

VicRoads – Motorcycle Anti-locking Braking System (ABS)

Summary

Campaign to increase the number of Victorian motorcyclists who ride motorcycles with ABS braking to reduce the instances of death and severe injury from motorcycle accidents.

Duration

March – June 2018

Campaign advertising expenditure $ (excluding GST)

Media advertising buy

400,000

Creative and campaign development

200,000

Research and evaluation

80,000

Print and collateral

0

Other campaign costs

0

Victoria Police – Police Officer recruitment campaign

Summary

Advertising, communication and marketing activities for the recruitment of Victoria Police Officers.

Duration

1 July 2017 – 30 June 2018

Campaign advertising expenditure $ (excluding GST)

Media advertising buy

3,461,000

Creative and campaign development

364,000

Research and evaluation

68,000

Print and collateral

17,000

Other campaign costs

65,000

Victorian Arts Centre Trust – The Unbelievables

Summary

Campaign to deliver experiences and engagement to audiences whilst communicating the excitement of 'The Unbelievables'.

Duration

August 2017 – January 2018

Campaign advertising expenditure $ (excluding GST)

Media advertising buy

130,919

Creative and campaign development

0

Research and evaluation

0

Print and collateral

0

Other campaign costs

0

Victorian Building Authority – Building reforms

Summary

Information and awareness campaigns advising practitioners in the building and plumbing industries about VBA activity and legislative changes.

Duration

1 July 2017 – 30 June 2018

Campaign advertising expenditure $ (excluding GST)

Media advertising buy

224,110

Creative and campaign development

36,495

Research and evaluation

25,880

Print and collateral

11,751

Other campaign costs

14,366

Victorian Responsible Gambling Foundation (VRGF) – Help-seeking – continuous digital promotion of help services (digital continuity)

Summary

Ongoing digital promotion that allows help-seeking messages to be served continuously via search engine and social media marketing, paid digital display and content advertising, enabling the VRGF to better reach those who need help.

Duration

1 July 2017 – 30 June 2018

Campaign advertising expenditure $ (excluding GST)

Media advertising buy

433,938

Creative and campaign development

0

Research and evaluation

N/A (research conducted by MediaCom Australia as part of media buy)

Print and collateral

0

Other campaign costs

0

VRGF – In-venue convenience advertising

Summary

Advertising that places responsible gambling and help services messages in the conveniences in or near gaming rooms in almost all venues in Victoria.

Duration

1 July 2017 – 30 June 2018

Campaign advertising expenditure $ (excluding GST)

Media advertising buy

583,328 (print costs included)

Creative and campaign development

N/A (included in advertising costs)

Research and evaluation

N/A (ongoing quarterly reporting provided)

Print and collateral

0

Other campaign costs

0

VRGF – Early intervention – Reducing harm among moderate-risk gamblers – Harm from gambling starts earlier than you think

Summary

Targeting people who gamble in a risky way to increase knowledge about the signs of gambling harm and to encourage self-reflection and behaviour change.

Duration

3 – 30 September 2017

Campaign advertising expenditure $ (excluding GST)

Media advertising buy

1,324,560

Creative and campaign development

29,275

Research and evaluation

170,413

Print and collateral

0

Other campaign costs

0

VRGF – Early intervention – Reducing harm among low-risk gamblers, Responsible Gambling Awareness Week – How do you keep it well played

Summary

Targeting low-risk gamblers to improve awareness of the signs of less severe harms from gambling.

Duration

23 October – 18 November 2017

Campaign advertising expenditure $ (excluding GST)

Media advertising buy

823,185

Creative and campaign development

57,370

Research and evaluation

87,309

Print and collateral

0

Other campaign costs

0

VRGF– Help-seeking – Culturally And Linguistically Diverse (CALD) communities – Gambling can be an issue in any language

Summary

Local advertising campaign raising awareness of in-language help services in Vietnamese, Chinese (Cantonese and Mandarin) and Arabic, to increase help-seeking in these communities.

Duration

11 February – 30 June 2018

Campaign advertising expenditure $ (excluding GST)

Media advertising buy

245,881

Creative and campaign development

53,022

Research and evaluation

N/A (research conducted by MediaCom Australia as part of the media buy)

Print and collateral

0

Other campaign costs

0

VRGF – Prevention – Gambling normalisation – Love the game, not the odds

Summary

Highlighting how the normalisation of gambling in sport is changing the way teenagers and young adults experience sport.

Duration

4 – 31 March 2018

Campaign advertising expenditure $ (excluding GST)

Media advertising buy

794,826

Creative and campaign development

245,598

Research and evaluation

78,123

Print and collateral

0

Other campaign costs

0

VRGF – Help-seeking – Gambler’s Help – 100 Day Challenge

Summary

For people who want to take a break from, or cut back on their gambling, the 100 Day Challenge offers 100 activities over 100 days, to get more out of life.

Duration

September 2016 – March 2017

Campaign advertising expenditure $ (excluding GST)

Media advertising buy

422,287

Creative and campaign development

346,865

Research and evaluation

221,613

Print and collateral

0

Other campaign costs

0

WorkSafe Victoria – Occupational violence and aggression in healthcare

Summary

Campaign using TV, outdoor and digital advertising, designed to combat occupational violence and aggression against healthcare workers.

Duration

June – July 2017 and May – June 2018

Campaign advertising expenditure $ (excluding GST)

Media advertising buy

919,000

Creative and campaign development

17,000

Research and evaluation

15,000

Print and collateral

0

Other campaign costs

0

WorkSafe Victoria – Return to Work (Getting back)

Summary

TV, press, radio, outdoor and digital advertising campaign to promote the benefits for workers of returning to work after injury or illness.

Duration

October 2017 – June 2018

Campaign advertising expenditure $ (excluding GST)

Media advertising buy

826,000

Creative and campaign development

936,000

Research and evaluation

0

Print and collateral

0

Other campaign costs

0

WorkSafe Victoria – Farm Safety – Quad Bikes

Summary

TV, press, radio, outdoor and digital campaign aimed at improving quad bike safety on farms.

Duration

November 2017 – February 2018

Campaign advertising expenditure $ (excluding GST)

Media advertising buy

441,000

Creative and campaign development

8,000

Research and evaluation

0

Print and collateral

0

Other campaign costs

1,000

WorkSafe Victoria – Enforcement (Bad Days)

Summary

TV, press, radio, cinema, outdoor and digital advertising campaign raising awareness of WorkSafe’s enforcement activities.

Duration

December 2017 – June 2018

Campaign advertising expenditure $ (excluding GST)

Media advertising buy

1,787,000

Creative and campaign development

219,000

Research and evaluation

0

Print and collateral

0

Other campaign costs

0

WorkSafe Victoria – Asbestos

Summary

TV, radio, digital and outdoor advertising campaign raising awareness of the dangers of asbestos in workplaces.

Duration

December 2017 – June 2018

Campaign advertising expenditure $ (excluding GST)

Media advertising buy

121,000

Creative and campaign development

22,000

Research and evaluation

0

Print and collateral

0

Other campaign costs

0

WorkSafe Victoria – CALD vulnerable workers campaign

Summary

Radio, outdoor and digital campaign targeting workers from CALD communities.

Duration

March – June 2018

Campaign advertising expenditure $ (excluding GST)

Media advertising buy

398,000

Creative and campaign development

36,000

Research and evaluation

29,000

Print and collateral

0

Other campaign costs

0

WorkSafe Victoria – Hearts and Minds (new)

Summary

New campaign spanning TV, radio, digital and outdoor advertising, designed to promote awareness of the importance of mental and physical workplace safety.

Duration

June 2018

Campaign advertising expenditure $ (excluding GST)

Media advertising buy

646,000

Creative and campaign development

1,289,000

Research and evaluation

104,000

Print and collateral

0

Other campaign costs

0

Reviewed 02 April 2019

About VIC government