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Top 10 advertisers by campaign expenditure 2018-19

Ranking the top ten departments and agencies in terms of spend on campaign advertising

Rank Advertiser Example campaigns Expenditure
Visit Victoria Various intrastate and interstate campaigns to promote Victoria as a tourist destination, including promoting Melbourne to interstate visitors. Other campaigns promoted tourism in regional Victoria and Melbourne’s schedule of major events in 2018–19. $10,727,744
2 Transport Accident Commission (TAC) Numerous road safety campaigns targeting excessive speed and drink and drug driving, encouraging parents to model positive behavior for future drivers, improving road safety for motorcyclists, and ongoing seasonal campaigns targeting fatigue and holiday road safety. $8,074,727
3 WorkSafe Victoria Numerous campaigns, including the ‘Getting back’ return-to-work and ‘Bad Days’ enforcement campaigns, and the launch of a campaign promoting awareness of mental and physical workplace safety. Ongoing campaigns also targeted quad bike farm safety, asbestos and violence against healthcare workers. $6,577,628
4 Department of Education and Training Various campaigns to promote the Victorian TAFE sector, including the ‘TAFE Will Take You There’ campaign, as well as campaigns to prevent children being left in cars and to support the Victorian State Schools Spectacular. $6,407,317
5 Victoria Police Advertising, communication and marketing activities for the recruitment of Victoria Police Officers and Protective Services Officers. $4,901,915
6 Victorian Responsible Gambling Foundation Campaigns to reduce harm caused by gambling, including help and early intervention campaigns for gamblers, 100 Day Challenge and the ‘Love the game, not the odds’ campaign targeting the normalisation of gambling in sport. $4,764,767
7 Department of Justice and Community Safety 2018–19 Summer Fire safety and awareness campaign, Fire Action Week and the Play it Safe by the Water campaign. $4,609,973
8 Department of Health and Human Services ‘Save Lives, Save 000 For Emergencies’ ambulance campaign, Influenza, Safescript and Heat Health/Extreme Heat Warnings campaigns. $4,280,603
9 Victorian Electoral Commission Campaign to promote the 2018 State Election and to encourage Victorians to enroll to vote. $3,901,804
10 Department of Environment, Land, Water and Planning Major campaigns included Victorian Energy Compare, encouraging Victorians to access the best energy deal for them, and the Planned Burns 2018–19 campaign, to advise communities of planned burns in their local area. $3,270,306

Note: This report contains advertising expenditure data provided to the Department of Premier and Cabinet by MediaCom Australia for the 2018–19 financial year, and includes all paid advertising undertaken via the government’s MAMS contract. Expenditure figures presented in this report may differ from those published in the annual reports of government departments and public bodies, which may also include the value of media partnerships/sponsorships, and production and other fees associated with advertising campaigns.

Reviewed 20 October 2020

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