| Rank | Advertiser | Example campaigns | Advertising expenditure (ex. GST) |
| 1 | TAC | TAC undertakes significant road safety campaigns in conjunction with media partners across TV, radio, digital and targeted multicultural and sports media channels. Also includes a significant partnership with out-of-home (OOH) media suppliers across Victoria to reach drivers while on the road. Specific 2023–24 campaigns targeted dangerous driving behaviours such as speeding, distracted driving, and drink and drug driving, and motorcycle safety. | $14,995,593 |
| 2 | Visit Victoria | Major campaigns to support the Victorian tourism sector, including the major new ‘Victoria/Melbourne: Every Bit Different’ campaign, promoting Melbourne and regional Victoria to local and interstate audiences. | $12,859,868 |
| 3 | Department of Justice and Community Safety | Included major seasonal campaigns to improve community understanding of fire and fire risk, including the Fire Danger Rating System, and increase water safety and reduce drowning incidents. Also undertook a recruitment campaign to attract applicants to careers in corrections and youth justice. | $5,955,681 |
| 4 | Department of Transport and Planning | Various campaigns under the Victoria’s Big Build brand, informing the public about disruptions associated with major transport infrastructure projects, such as the Metro Tunnel, Regional Rail Revival, Level Crossing Removal Project, North East Link Project and the West Gate Tunnel Project. Also included a new Myki ticketing campaign, and public transport safety campaigns on driving with buses and pedestrian safety. | $5,921,670 |
| 5 | Victoria Police | Victoria Police undertook Major campaigns to attract new recruits to Victoria Police and to promote the Police Assistance Line and the Online Reporting portal. | $5,175,907 |
| 6 | Department of Education | Local and interstate recruitment campaigns to attract teachers to the early childhood and primary and secondary school sectors. Campaigns also highlighted the Free Kinder and Kinder Tick programs, and the ‘Many Talents One VCE’ campaign, increasing awareness of changes to VCE vocational pathways. | $4,945,738 |
| 7 | WorkSafe Victoria | WorkSafe Victoria undertook major campaigns to prevent work-related violence, improve safety in the agriculture industry, reduce gender-based violence and harassment in the workplace, and improve workplace safety for young workers. | $3,571,045 |
| 8 | Department of Health | Major campaigns to recruit mental health professionals to work in Victoria and encourage Victorians to contact 000 for emergencies only. Also undertook various public health and safety campaigns, including promoting mental health and wellbeing services, public fertility care services, winter COVID/flu health prevention, and prevention of mosquito-borne diseases. | $2,429,695 |
| 9 | National Gallery of Victoria | Annual campaign promoting the range of exhibits and events at NGV in 2023–24, including Pierre Bonnard: Designed by India Mahdavi, Triennial 2023 exhibition, Melbourne Winter Masterpieces 2024: Pharaoh, and Africa Fashion. | $1,773,777 |
| 10 | Department of Families, Fairness and Housing | Campaigns included the ‘Jobs that Matter’ Community Services Sector workforce recruitment campaign and the ‘Go Where You’re Needed’ Child Protection Workforce Recruitment campaign. | $1,739,980 |
Note: The above table contains consolidated campaign advertising expenditure data provided to the Department of Premier and Cabinet by OMD for the 2023–24 financial year. These figures include all paid campaign advertising undertaken via the government’s MAMS contract, including expenditure on campaigns with a media buy of less than $100,000.
Expenditure figures presented in this report may differ from those published in the annual reports of government departments and public bodies, which are required to report only campaigns with a media value of $100,000 or more. Expenditure reported in annual reports may also include the value of media partnerships/sponsorships, and the costs of production and other fees associated with advertising campaigns.
Updated