| 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 2024–25 campaigns targeted dangerous driving behaviours such as speeding, distracted driving, and drink and drug driving, and motorcycle safety. | $13,338,290 |
| 2 | 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, the School Savings Bonus, and the ‘Many Talents One VCE’ campaign, increasing awareness of changes to VCE vocational pathways. | $8,400,320 |
| 3 | Department of Justice and Community Safety | Included major seasonal campaigns to improve community understanding of fire and fire risk and increase water safety and reduce drowning incidents. Also undertook a recruitment campaign to attract applicants to careers with Corrections Victoria. | $7,190,446 |
| 4 | Department of Transport and Planning | Various campaigns delivered by the Victorian Infrastructure Delivery Authority (VIDA), under the Victoria’s Big Build brand, informed the community 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 road worker safety and regional level crossings. | $6,183,605 |
| 5 | 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. | $5,571,390 |
| 6 | WorkSafe Victoria | WorkSafe Victoria launched a major new campaign to prevent work-related violence, and undertook campaigns to improve safety in the agriculture industry, reduce gender-based violence and harassment in the workplace, and improve workplace safety for young workers. | $4,385,383 |
| 7 | Department of Health | Major campaigns to promote the range of urgent healthcare services available to Victorians and promote mental health and wellbeing services. Also undertook various public health and safety campaigns, including, public fertility care services, winter COVID/flu health prevention, and access to gambling support services. | $2,935,220 |
| 8 | Zoos Victoria | Seasonal campaigns to promote visitation to Zoos Victoria’s various venues and Zoos memberships, and conservation efforts undertaken by Zoos Victoria. | $2,471,584 |
| 9 | Australian Grand Prix Corporation | Domestic and interstate campaigns to promote the Australian Motorcycle Grand Prix 2025 at Albert Park, and the 2024 and 2025 Australian Motorcycle Grand Prix events in Phillip Island. | $1,797,958 |
| 10 | Museums Victoria | Campaigns to promote Museums Victoria venues such as the Melbourne Museum, Scienceworks and the Immigration Museum, and exhibitions and events such as ‘LEGO® Star Wars™: The Exhibition’ and ‘Victoria, the T.Rex’. | $1,762,958 |
Note: The above table contains consolidated campaign advertising expenditure data provided to the Department of Premier and Cabinet by OMD for the 2024–25 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