Campaign Brief

Visit Victoria shows the world why Victoria is ‘Every bit different’ in global campaign via AJF

Visit Victoria has unveiled a new destination brand for the State – including a new brand platform, global tourism campaign and visual identity – to continue to drive record growth of the Victorian visitor economy.

Created with agency AJF Partnership, the new brand platform Every bit different showcases the breadth of experiences across Victoria and highlights the feelings that these experiences evoke; a feeling that is uniquely Victorian.

Recent data revealed tourism spending in Victoria hit a record high of $36.9 billion in the year ending September 2023 – a staggering $27.1 billion increase since the year ending March 2021 (Tourism Research Australia).

The new brand creates a unifying and differentiated platform for long-term activation for the Victorian tourism industry.

The campaign aims to drive preference for Melbourne and regional Victoria by showcasing the State’s diverse and unique experiences. From the bustling laneways and arts precincts of Melbourne, to the grandeur of the Grampians and the Mornington Peninsula, the campaign captures the feeling that only Victoria offers.

Supported by a brand and campaign strategy which has been led by the Visit Victoria marketing team, the platform brings together some of the most creative and strategic minds in Victoria.

Central to developing the new brand framework, built in conjunction with branding agency Principals, was engagement with the Victorian tourism industry.

Says Shae Keenan, chief marketing officer, Visit Victoria: “We wanted to make sure we captured the input from our industry partners across Victoria. They deliver our brand day in day out, and their insights helped us to inform our strategic approach – from rational to emotional.”

Off the back of the development of the brand framework, Visit Victoria worked with creative agency AJF to develop a new consumer-facing brand platform for long-term activation – Every bit different.

The new campaign aims to create an even stronger platform that brings trade, partners, providers, operators, and regional destinations together under one brand of communications to intrastate, interstate and international audiences.

The brand platform is designed to communicate the breadth of world-class experiences available to visitors, while focusing on the feelings they elicit, rather than the products alone. The new brand will ensure marketing communications from Visit Victoria will be delivered under one enduring brand.

The first iteration of the brand platform is being launched through a multi-channel campaign during the 2024 Australian Open – reaching local, national and international audiences.

Says Brendan McClements, CEO, Visit Victoria: “It’s no coincidence that Victoria has Australia’s best major events calendar and what better way to launch our campaign than through the global platform of the Australian Open. With around 800,000 spectators at Melbourne Park and millions more watching on from around the world, the AO provides an incredible platform to showcase our experiences, regions and events.”

Visit Victoria shows the world why Victoria is ‘Every bit different’ in global campaign via AJF

Says Keenan: “Our relationships with our partners have been collaborative and creative from the start. We knew that establishing Every bit different as a brand platform means that we need to genuinely live our brand and think creatively about everything we do – internally and externally – and that’s exactly what we have done.”

Says Scott Walker, executive creative director, AJF Partnership: “For a Melbourne-based agency there could be no greater challenge, or honour, than to be given the chance to sell our home to the world. Visit Victoria was keen to do something that broke tourism category conventions and with Every bit different we feel we have created something that does just that. We avoided simply showing every different bit and instead, told compelling short stories that proudly show the true soul of Victoria.”

Visit Victoria shows the world why Victoria is ‘Every bit different’ in global campaign via AJF

The campaign is accompanied by an intricate media plan that delivers multiple videos to unique audiences to demonstrate what’s special about Victoria.

The campaign films, created by AJF Partnership, leverage Melbourne and Victoria’s creativity in all its forms, including the Cable Ties performing at ‘The Gaso’ in a film edit; a showcase of Andrew McConnell’s culinary artistry through campaign location Gimlet; the contribution of campaign director Tom Campbell of Good Oil plus contributions from Directors Jordan Watton and Tony Briggs; and the campaign music, composed by Joe Walker from King Gizzard and the Lizard Wizard.

With awareness being a key media metric, Visit Victoria will activate the campaign through strategic investment in high-reach communications channels to deliver on its campaign objective to drive preference for Victoria.

Visit Victoria shows the world why Victoria is ‘Every bit different’ in global campaign via AJF

Says Keenan: “Working with our media partner, OMD, we applied a principle for activation that ‘if it is off the shelf, it is off the table’. This meant that we challenged ourselves and our media partners to look for new and innovative ways to launch the campaign across broadcast content, in-venue activation and across digital broadcast assets.”

The launch campaign will see first-to-market media tactics for the tourism category, such as augmented reality communications overlaid at the end of an ad break during the Australian Open broadcast.

Visit Victoria shows the world why Victoria is ‘Every bit different’ in global campaign via AJF

To meet awareness objectives, Visit Victoria will target mass audiences through media placements including broadcast TV, BVOD, OOH/DOOH, social media including a TikTok takeover, and alongside earned media. Visit Victoria will also be leveraging sponsorship of popular events and content such as the Formula 1 Australian Grand Prix, AFL, and MasterChef, as well as collaborating with media providers that reach diverse audiences such as via JOY FM and Chinese social media including WeChat, Little Red Book and Douyin.

In the Victorian State Budget, the Victorian Government provided Visit Victoria with an overall investment of $32.5 million for 2023-2024 for marketing activities to grow Victoria’s visitor economy and achieve economic ambitions through visitation and tourism expenditure.

Visit Victoria shows the world why Victoria is ‘Every bit different’ in global campaign via AJF

The most recent data from Tourism Research Australia (TRA) showed that visitor expenditure in Victoria hit a record high of $36.9 billion in the year ending September 2023.

A recent independent report, commissioned by Visit Victoria, valued Victoria’s major events calendar at $3.3 billion per annum – up from $2.5 billion in 2018.

Visit Victoria shows the world why Victoria is ‘Every bit different’ in global campaign via AJF

Client: Visit Victoria Creative Agency: AJF Partnership Film Production: Tom Campbell / Good Oil Film Production 2nd Unit: Jordan Watton / Good Oil Narrm Film Production: Tony Briggs / Typecast Photography: Shannyn Higgins and Justin Kane Composer: Joe Walker Sound: Rumble Post Production: The Editors Media Agency: OMD Visual Identity Agency: Us+Us

51 Comments

' src=

This ad implies you can have friends in Victoria

The vibe feels right for Vic

at least it’s a refreshing perspective and not from the same stable of shockers that came one after the other post Isabel Lucas’ Daylesford days

There’s that VO again. Nissan, Uber Eats, Flatmates, this… I’m sure there’s others

Doesn’t really capture anything that makes Victoria unique so not sure how it will sell the state overseas.

Quite average on the strategy & planning front. What’s the insight? But enjoy the execution/production quality though. Not bad. But not great.

Or everywhere.

Average work Amazing state hard brief though

When you look at what Victoria has done over the last decade, this is honestly the only thing I have seen that captures the crazy different parts of the experience.

It ain’t perfect but it’s pretty bloody good, especially considering what you have to go through on any government client to get work into the world

Got to say, I love the vibe of the 15’s.

They all feel very different & it’s a clever way to try and capture the essence of a place that has so many different aspects to it

Needs more rubber bullets.

and those 15″ films are very good if there’s enough of them I spent time in Melbourne over the holidays and these shorter films got me right in the feels with the night out and the gig I want to see more of the gig Are there more singular 15s and longer versions of the 15s?? if only Sydney had this night life it would be the perfect city

As someone who has worked on Visit Vic multiple times in my career and nearly had it be the end of me every time, getting something made that feels fresh and different is an accomplishment. Well done to everyone involved across agency and client alike

And that’s about it.

There is always ways stuff could be better or things you might have done differently but this is one of those things that after looking at all the bits I just get a good, happy feeling about it all

Stop spelling black without the ‘c’. It’s try hard and cringey,just like most of this campaign. Also belongs to others. Hands off.

Idea, insight? This could be anywhere. What a wasted opportunity.

As a Victorian, I really like this work and I think it’ll sell. It’s distinct in the category and it is true to who we are. Nice work Visit Vic and AJF

Saw 3 different OOH assets on my walk from work to station (Sydney), they all looked rlly good, good media buy / planning

Grow up and google it.

Great work and nice thinking to lean into the vibe of Melbourne and Victoria… and a nice nod to ‘You’ll love every piece…” Really good a different work in this category – nice work AJF and Client.

This is doing at awesome job at capturing the vibe of this awesome state – hats off to all involved

The magic is in the suite of 15 second tv spots – they really capture the full gamut of what Victoria has to offer. And that’s not an easy thing to have done.

really love this – beautifully produced, cool typography and great music. Very adaptable platform too! Congrats AJF

these are great, go Tom

Wait a second, they have lane ways in Melbourne?

' src=

I am a Victorian and I think the advertising campaign is terrible , actually embarrassing I look at other states and see beautiful country side , attractions etc that make you want to go there We do weird costumes sitting at Pelligrinies , creatures , head shots of people laughing having a great time “where” Termed “different” who agreed to this advertising campaign? ,

A sweaty person playing guitar.Another person wearing an interesting jacket.People in costumes.Others running together down a street.And one guy who appears to be visiting the Blue mountains.And that’s just the print.Don’t get me started on the films.

Different sameness, same difference. When the destination and the bytes of destination marketing campaigns start to look the same with very little différance you can always promote an imaginary point of difference: “Every Bit Different” (TM pending).

Don’t just talk about being different,show you are. These images don’t. Depressingly generic.

So kudos to the agency. This client needs to learn about consistency, however. Every ‘Visit Melbourne’ and ‘Visit Victoria’ campaign (which I believe are two different clients, just to muddy the waters) looks completely different. Government employees/clients often disdain marketing, see it as Right Wing and beneath them, and therefore often have no idea what they’re doing. Hence constant change… we need something new! This campaign will do what it does. But expect it to be completely different next year.

What I’d expect

genuinely funny to see people complaining about ‘somewhere that looks like the blue mountains’

If you don’t know that Victoria has the grampians and that is how spectacular they are, then clearly the ad is doing the right job.

Me likes the 15″s.

Are tourists still allowed to visit the Grampians ?

Best stuff I have seen in terms of Victoria selling itself. The 15’s are brilliant and the whole thing captures the varied and crazy different aspects of the state the make selling it in one, coherent campaign so hard.

My girlfriend was desperate to see Melbourne’s supposedly famous laneways.What a disappointment.Over hyped and grubby. Liked Gertrude street though,

Honestly, Melbourne only has a ‘good’ music scene by Australian standards, primarily thanks to Sydney being so rubbish. You would find better nightlife in Pittsburgh.

Lane-wayrs are soer derp durde.

https://www.youtube.com/watch?v=PxZiae16Ry8

The entire scope of this thing is working for me – the 15’s, the singular focus of each of the ads, the general vibe. Honestly, as a Melbournian I love it

‘…as a Melbournian I love it’. Therein lies the problem.You are not the target market. It’s a trap so many tourism campaigns fall into.

But I love this work

You have given me absolutely no reason to visit Melbourne. I can see or do any of these things without leaving Brisbane. Better still there are less wankers.

Where’s da footy at the G?

I am sure all of Victoria will be devastated by the loss of you visit

Melbourne. Australia’s wannabe Berlin. But fails miserably.

What a waste of tax payer’s money – could be anywhere ? Boring and dumb campaign. Victoria has so much to offer – why wouldn’t you show it ?

Lived in Victoria my whole life and not one actual point of difference (subtle or otherwise) to any other Australian city/state was obvious to me. Restaurants, nightclubs, street food, laneways, shopping, hiking, beaches, thermal spas, even concerts!… Gosh, what do the other states have to offer visitors? It’s piqued my interest in investing my time and money re-discovering some of them just to find out what’s made us so different recently.

For the life of me why have they decided to go rogue on the logo, it looks terrible and they have bastardised a brand asset. maybe I’ve missed something, can someone please explain? Maybe Con?

Now live in SA for work reasons. This is not the Victoria I tell my new colleagues about. What a wasted opportunity. So much more to show and talk about.

Could be wrong, but pretty sure that that was a whole other project by a branding agency and that this is the first time it has been used. So it’s actually not ‘part’ of this campaign, this campaign is just where it is being debuted.

Leave a Comment: Cancel reply

Name or pseudonym (required)

Email (optional)

Website (optional)

Save my name, email, and website in this browser for the next time I comment.

GET THE CB DAILY BULLETIN

Register for Free and receive the Campaign Brief Daily Bulletin. Type your email address in the space below.

GOLD SPONSORS

TTW

New campaign to get Melbourne tourism back on track

Tuesday, June 21, 2022 Favorite

visit melbourne campaign

City of Melbourne Council has announced it will deliver more exciting events, enticing tourism initiatives and a bold new marketing campaign to boost visitation and better promote the city’s unique experiences.

​The campaign is part of Council’s new Experience Melbourne program, which it says will drive a city-focused approach to tourism and events to support Melbourne’s pandemic recovery and reaffirm the city as a world-class visitor destination.

They are backing our tourism sector right here in Melbourne and delivering a targeted approach that will see the industry boom, ensuring locals and international visitors flock to our capital once again, said Lord Mayor, Sally Capp. It’s critical we position Melbourne as a vibrant and exciting city through delivering marketing programs and supporting a diverse calendar of uniquely Melbourne events.

Melbourne is the events capital of Australia, and we want it to stay that way.  

City Activation portfolio lead Councillor, Roshena Campbell said the campaign will put a spotlight on Melbourne’s events, laneway dining, rooftop bars, world class theatre productions, enviable retail offerings and vibrant street art to ensure the city continues to attract locals and visitors from Victoria and interstate. 

Before COVID, our tourism sector was one of the most valuable industries in our economy, says Cr Campbell.

It suffered a devastating hit due to the pandemic falling from $32 billion to just $13 billion.

Experience Melbourne will allow us to drive visitation to turbocharge its recovery.  

Activating the city for the Commonwealth Games is also a key focus. Experience Melbourne will see visitor information services significantly enhanced to ensure those arriving in the city are met with a world-class welcome.

In addition, Experience Melbourne will drive accessible, inclusive and sustainable tourism services that enable all people to participate in the vibrant culture of the city. This will include marketing campaigns showcasing accessible Melbourne and improvements in signage across the city, Council said in a statement.

Subscribe to our Newsletters

« Back to Page

Related Posts

Tags: Experience Melbourne

TTW-Mar24

Select Your Language

visit melbourne campaign

I want to receive travel news and trade event update from Travel And Tour World. I have read Travel And Tour World's Privacy Notice .

REGIONAL NEWS

Europe

What Makes Finnish Hospitality Uniquely Inviting World?

Sunday, March 24, 2024

Europe

Is travelling to Russia safe?

Saturday, March 23, 2024

America

Astroville tours launches exclusive private tours in Houston

America

Peoria florist and spring training: A perfect pair for the second spring

Middle east.

Middle East

Saudia announces strategic partnership with Tibah airports for enhanced operatio

Middle East

Saudi Arabia To Be Next Launch Site For Halo Space

Wednesday, March 20, 2024

Asia

Taiwan takes center stage at the outdoor Adventure Show: Culture, nature, and ad

Asia

Elevating Travel Experiences: The Art of Exceptional Customer Service

Upcoming shows.

Mar 23 March 23 - March 24 Travel & Adventure Show – Dallas 2024 Find out more » Mar 24 March 24 - March 27 Private Luxury Copenhagen Find out more » Mar 24 March 24 - March 27 Las Vegas Travel Agent Forum Find out more » Mar 24 March 24 - March 26 Marine Hotel Association Conference and Trade Show Find out more »

Privacy Overview

  • Infrastructure
  • Procurement
  • Human Resources
  • Sustainability
  • Senior Appointments
  • Conferences/Events/Expos
  • Events Calendar

Logo

City of Melbourne Council has announced it will deliver more exciting events, enticing tourism initiatives and a bold new marketing campaign to boost visitation and better promote the city’s unique experiences. 

​The campaign is part of Council’s new Experience Melbourne program, which it says will drive a city-focused approach to tourism and events to support Melbourne’s pandemic recovery and reaffirm the city as a world-class visitor destination. 

“We’re backing our tourism sector right here in Melbourne and delivering a targeted approach that will see the industry boom, ensuring locals and international visitors flock to our capital once again,” said Lord Mayor, Sally Capp.

“It’s critical we position Melbourne as a vibrant and exciting city through delivering marketing programs and supporting a diverse calendar of uniquely Melbourne events.

“Melbourne is the events capital of Australia, and we want it to stay that way.”    

City Activation portfolio lead Councillor, Roshena Campbell said the campaign will put a spotlight on Melbourne’s events, laneway dining, rooftop bars, world class theatre productions, enviable retail offerings and vibrant street art to ensure the city continues to attract locals and visitors from Victoria and interstate.     

“Before COVID, our tourism sector was one of the most valuable industries in our economy,” says Cr Campbell.

“It suffered a devastating hit due to the pandemic falling from $32 billion to just $13 billion.

“Experience Melbourne will allow us to drive visitation to turbocharge its recovery.”   

Activating the city for the Commonwealth Games is also a key focus. Experience Melbourne will see visitor information services significantly enhanced to ensure those arriving in the city are met with a world-class welcome. 

In addition, Experience Melbourne will drive accessible, inclusive and sustainable tourism services that enable all people to participate in the vibrant culture of the city. This will include marketing campaigns showcasing accessible Melbourne and improvements in signage across the city, Council said in a statement.

Latest Articles

Hills shire to trial e-waste program expansion, lease opportunity for greater geelong council buildings, contracts for mornington open spaces maintenance announced, whyalla trials sand drift fencing, blackhawk flies in for wa bushfire training.

Logo

Australia Recommends 2024

Sydney, NSW © Tourism Australia

Come and Say G'day

Uluru, NT

G'day, the short film

Twelve Apostles, Great Ocean Road, Victoria © Tourism Australia

Discover your Australia

Kangaroo Island, South Australia © Tourism Australia

Travel videos

Elysian Retreat, Whitsundays, QLD © Tourism Australia

Deals and offers

Jacarandas and Sydney Harbour at sunset, Sydney, NSW © Destination NSW

Australian Capital Territory

Bondi, Sydney, NSW © Georges Antoni and Ken Butti

New South Wales

West MacDonnell Ranges, NT © Tourism Australia

Northern Territory

Lizard Island, Great Barrier Reef, QLD © Tourism Australia

South Australia

Cradle Mountain, Cradle Mountain-Lake St Clair National Park, TAS © Pierre Destribats

Western Australia

Aerial shot of Emily Bay on Norfolk Island © Rose Evans (Norfolk Island Tourism)

External Territories

Bondi Beach, Sydney, NSW ©  Daniel Tran

The Whitsundays

Kangaroo, Lucky Bay, Cape Le Grand National Park, WA © Tourism Western Australia

Mornington Peninsula

Paddleboarding, Noosa, QLD © Tourism and Events Queensland

Port Douglas

Cape Byron Lighthouse, Byron Bay, NSW © Destination NSW

Ningaloo Reef

Airlie Beach, Whitsunday Coast, QLD © Tourism Whitsundays

Airlie Beach

Remarkable Rocks, Kangaroo Island, South Australia. © South Australian Tourism Commission

Kangaroo Island

The Basin, Rottnest Island, Western Australia © Tourism Western Australia

Rottnest Island

Lake McKenzie, K’gari (Fraser Island), QLD © Tourism & Events Queensland

Hamilton Island

Lord Howe Island, NSW © Trevor King, Destination New South Wales

Lord Howe Island

Tiwi Design, Tiwi Islands © Tourism NT/Shaana McNaught

Tiwi Islands

Little penguins, Phillip Island Nature Park, VIC © Phillip Island Nature Park

Phillip Island

Bruny Island Paddle, Southern Sea Ventures, Bruny Island, Tasmania © Southern Sea Ventures

Bruny Island

Cape Naturaliste, near Dunsborough, WA © Tourism Western Australia

Margaret River

St Hugo Wines, Barossa Valley, SA © Tourism Australia

Barossa Valley

Grampians National Park, Victoria © Robert Blackburn, Visit Victoria

The Grampians

Audrey Wilkinson, Hunter Valley, NSW © Audrey Wilkinson

Hunter Valley

Sea turtle, Lady Elliot Island, Great Barrier Reef, QLD © Tourism & Events Queensland

McLaren Vale

Glass House Mountains, Sunshine Coast, QLD © Tourism and Events Queensland

Glass House Mountains

Bubble Tents, Capertree, Mudgee Region, NSW © Australian Traveller

Alice Springs

Cable Beach, Broome, Western Australia © Tourism Australia

Uluru and Kata Tjuta

The Kimberley, WA © Tourism Australia

The Kimberley

The Arkaba Walk, Elder Camp, Flinders Ranges National Park, SA © Adam Bruzzone, South Australian Tourism Commission

Flinders Ranges

Jim Jim Falls, Kakadu National Park, NT © Jarrad Seng, all rights reserved

Kakadu National Park

Eyre Peninsula, SA © David Edgar

Eyre Peninsula

Hamersley Gorge , Karijini National Park, WA © Tourism Western Australia

Karijini National Park

Monkey Mia, Shark Bay World Heritage Area, WA © Tourism Western Australia

Great Barrier Reef

Blue Mountains, NSW © Destination NSW

Blue Mountains

Cassowary in Daintree Rainforest, Queensland © Tourism and Events Queensland

Daintree Rainforest

Twelve Apostles, Great Ocean Road, VIC © Greg Snell, Tourism Australia

Great Ocean Road

Spicers Peak, Scenic Rim, QLD © Tourism and Events Queensland

Purnululu National Park

Boat Shed, Lake Dove and Cradle Mountain, Cradle-Mountain Lake St Clare National Park, TAS © Adrian Cook

Cradle Mountain-Lake St Clair National Park

Wangi Falls, Litchfield National Park, NT © Tourism NT, Dan Moore

Litchfield National Park

Saffire Signature Experiences, Freycinet Marine Oyster Farm, Coles Bay, Freycinet National Park, TAS © Tourism Tasmania

Aboriginal experiences

National Gallery of Victoria, Melbourne, VIC © Robert Blackburn, Visit Victoria

Arts and culture

WOMADelaide 2019, Adelaide, SA Ⓒ Grant Hancock

Festivals and events

Detour Restaurant, Brisbane, QLD © @detourrestaurant and @dine.agency

Food and drink

Raging Thunder, Tully, QLD © Tourism Australia

Adventure and sports

Three Capes Track, Tasman National Park, TAS © Tasmania Parks and Wildlife Service

Walks and hikes

Great Ocean Road, VIC © Tourism Australia

Road trips and drives

Waterline Charters, Wessel Islands, NT © Aussie Fly Fisher

Beaches and islands

Nature's Window, Kalbarri National Park, WA © Tourism Australia

Nature and national parks

Wombat, Symbio Wildlife Park, Helensburgh, NSW © Destination NSW

Eco-friendly travel

Group of friends participate in a body clay ritual at Peninsula Hot Springs © Peninsula Hot Springs

Health and wellness

The Dune Pavilion Deck with views of Uluru at Longitude 131 in the Northern Territory © Baillies Longitude 131

Family travel

Table Cape Tulip Farm, Wynyard, Tasmania © Tourism Australia

Family destinations

Hellfire Bay, Esperance, Western Australia © Tourism Australia

Family road trips

Merewether Baths, Newcastle, NSW © Destination NSW

Backpacking

Ellery Creek Big Hole, West MacDonnell Ranges, Northern Territory © Tourism NT/Salty Aura

Work and holiday

Sand Dune Adventures at Stockton Beach, Port Stephens, NSW © Tourism Australia

Beginner's guide

Man in a wheelchair looking up at the canopy of the Daintree Rainforest in Queensland © Tourism and Events Queensland

Accessible travel

 Mrs Macquarie's Chair, Sydney, NSW © Destination NSW

Planning tips

visit melbourne campaign

Trip planner

Cape Tribulation, Tropical North Queensland, QLD © Tourism Australia

Australian budget guide

 Aerial of car driving through palm trees in Tropical North Queensland © Tourism and Events Queensland / Sean Scott.

Itinerary planner

Kangaroo, Lucky Bay, Esperance, WA © Australia’s Golden Outback

Find a travel agent

Beach House on Wategos Beach, Byron Bay, NSW © Tourism Australia

Find accommodation

Indian Pacific, Lake Hart, SA © Andrew Gregory

Find transport

Snowy region, Jindabyne, NSW © DPIE-Murray Van Der Veer

Visitor information centres

Deals and travel packages

Sydney Airport, New South Wales © Sydney Airport

Visa and entry requirements FAQ

Passengers using SmartGate © Australian Border Force

Customs and biosecurity

Uluru, Uluru-Kata Tjuta National Park, NT © Tourism NT/Matt Cherubino

Working Holiday Maker visas

Bronte Baths, Bronte Beach, Sydney, NSW © Tourism Australia

Facts about Australia

Prairie Hotel, Parachilna, SA © South Australian Tourism Commission

Experiences that will make you feel like an Aussie

Great Barrier Reef, QLD © Georges Antoni / Tourism Australia

People and culture

Castle Hill, Townsville, QLD © Tourism and Events Queensland

Health and safety FAQ

Sorrento Pier, VIC © Visit Victoria, Ewen Bell

Cities, states & territories

Mount Lidgbird and Mount Gower, Lord Howe Island © Tom Archer

Iconic places and attractions

  Wildflowers, near Hamelin Pool, WA © Tourism Western Australia

When is the best time to visit Australia?

Ringer Reef Winery, Bright, VIC © Visit Victoria

Seasonal travel

Human Progress Pride flag, Sydney, NSW © Daniel Boud

Events and festivals

Silverdale Olive Orchard, Coral Coast, WA © Australia's Coral Coast

School holidays

Sydney New Year's Eve, Sydney Harbour, NSW © Destination NSW

Public holidays

Sydney Harbour, Sydney, NSW © Destination NSW

How to get to Australia's most iconic cities

Gantheaume Point, Broome, WA © Tourism Australia

How long do I need for my trip to Australia?

Self-drive, Marrawah, TAS © Tourism Tasmania

How to travel around Australia

Car driving on road next to the ocean in Lagoons Beach Conservation Area © Pete Harmsen/Tourism Tasmania

Guide to driving in Australia

Maui Motorhome parked on the coastline in Tasmania © Tourism Australia

How to hire a car or campervan

Family strolling alongside Tilligerry Creek © Destination NSW

How to plan a family road trip

 Car drives along the Matilda Way in Outback Queensland © Tourism and Events Queensland

How to plan an outback road trip

wishlist

Melbourne, Victoria

Guide to Melbourne

Aboriginal name:  Narrm (pronounced Narr-m)

  • Share Share on Facebook Share on Messenger Share on Twitter Share on WhatsApp Copy Link
  • Getting to Melbourne
  • When to visit
  • Accessibility

Melbourne is Australia's mecca for all things trendy and tasty. The city offers up exquisite dining, exhilarating sport and abundant opportunities to experience art.

A perfect blend of rich cultural history and new age trends is waiting for you in Melbourne. As the sun goes down, the city comes to life with a vibrant dining scene as well as events and exhibitions. Explore its bustling laneways, trendy neighbourhoods and sophisticated foodie scene to get a taste of what Melbourne is all about.

Melbourne stands on the ancient grounds of the Kulin Nation of the Wurundjeri people. For the Kulin Nation, Melbourne has always been an important meeting place for events of social, educational, sporting and cultural significance. Experience the culture through a range of heritage walks, cultural tours and galleries.

  • Traditional name of Central Melbourne: Narrm (pronounced Narr-m)
  • Indigenous Peoples of Central Melbourne: Wurundjeri people
  • Traditional lands of Greater Melbourne: Kulin Nation
  • Traditional languages: There are four traditional languages in Narrm. Bunurong (Bun-wurrung), Taungurung (Tung-ger-rung), Wathaurong (Wadha-wurrung) and Dja Dja Wurrung (Jar-Jar-Wur-rung).
  • How to say g’day in Wathaurong: Wominjeka

Getting to Melbourne is easy with flights arriving direct to two airports. 

  • Melbourne Airport at Tullamarine (MEL) is 22km (14mi) from the city and services international and domestic arrivals
  • Avalon Airport (AVV) is 55km (34mi) from the city and services international and domestic flights 
  • Hire cars, taxis, rideshares and a shuttle service are available from both airports

Getting around  is just as easy as finding a great cup of coffee in Melbourne. The city offers clean, reliable and affordable public transport services. There is even a free City Circle tram line with historical commentary.

Despite having four distinct seasons,  Melbourne's weather  is known for being a bit unpredictable. Summers are generally warm and winters cold, but just ask a local and they’ll tell you that it’s not uncommon to experience all four seasons in a single day. So whenever you decide to visit, be sure to pack layers and carry an umbrella in your day bag. 

  • High season: Spring and summer (November to February)
  • Low season: Winter (June to August)
  • Don’t miss: Melbourne’s world-class festivals and events

Melbourne is a dynamic city with plenty of accessible options for accommodation, attractions , restaurants , cafés and shopping . 

  • Arrival: Disability assistance is available at Melbourne Airport, including for those with hidden disabilities .
  • Getting around: Most Melbourne buses and trains have accessible options – check the Public Transport Victoria website  for information on using public transport.
  • Accessible experience highlights: Several cultural institutions cater to travellers with accessibility and sensory needs, including the National Gallery of Victoria and Scienceworks .
  • Helpful resources: Travellers Aid Australia provides mobility equipment hire and recharge points, while the City of Melbourne’s mobility map makes it easy to locate accessible facilities.

Aerial of woman floating surrounded by palm trees in Zebedee Springs, Kimberley, Western Australia © Tourism Australia

15 places to Come and Say G'day in 2024

Must-visit restaurants in melbourne.

Bright neon lights and people fill out Supernormal, Melbourne © Trader House Restaurants, Nikki To

Melbourne's best restaurants

ST. ALi, Melbourne, VIC © Visit Victoria

Top coffee shops

Belles Hot Chicken, Melbourne, Victoria © Bold & Italic Media

Cheap eats in Melbourne

Bomba Tapas Bar and Rooftop, Melbourne, VIC © Roberto Seba

Best rooftop bars

The Kettle Black, Melbourne, VIC © Josie Withers, Tourism Victoria

Breakfast and brunch spots

Four Pillars Gin, Healesville, VIC © Anson Smart, Four Pillars Gin

Coolest gin bars

Trip essentials.

Adelphi Hotel, Melbourne, Victoria © Visit Victoria

Where to stay

Morning on the Yarra River, South Bank, Melbourne, Victoria © Robyn Mackenzie

Weather in Melbourne

View of Melbourne’s city skyline from Southbank © Alvin Balemesa/Unsplash

Suburb guide

Flinders Street Station, Melbourne, VIC © Josie Withers Photography

Getting Around

Kangaroo, Lucky Bay, Esperance, WA © Australia’s Golden Outback

Destinations near Melbourne

Twelve Apostles, Great Ocean Road, VIC © Greg Snell, Tourism Australia

The Great Ocean Road

Bulong Estate Winery, Yarra Valley, VIC © Tourism Victoria

The Yarra Valley & Dandenong Ranges

Pt. Leo Estate, Mornington Peninsula, Victoria © Visit Victoria

Daylesford & the Macedon Ranges

Melbourne Cricket Ground, Melbourne, VIC © AFL Media

Melbourne Cricket Ground

Grampians National Park, Victoria © Robert Blackburn, Visit Victoria

High Country & King Valley

Little penguins, Phillip Island Nature Park, VIC © Phillip Island Nature Park

12 Apostles

Trips and itineraries.

A man and woman admiring the distant view of the city from St Kilda Pier, Melbourne, Victoria © Visit Victoria

3 days in Melbourne

12 Apostles, Great Ocean Road, VIC © Visit Victoria

6 days on the Great Southern Touring Route

12 Apostles, Gibson Steps beach, Great Ocean Road, VIC © Mark Watson

Australia's South in 14 days

Beech Forest, Otway National Park, VIC © Great Ocean Road Tourism

10-day road trip through regional Victoria

The Great Ocean Road, Lorne, VIC © Visit Victoria

Melbourne to Adelaide: A 5-day road trip

Bathing Boxes, Mornington Beach, Mornington Peninsula, VIC © ewenbell.com

5-day Melbourne to Mornington Peninsula family road trip 

One Kangaroo Island, Kangaroo Island, South Australia © South Australian Tourism Commissionn

14 days of fine dining, wilderness and luxury

Explore another city.

Blue boats sitting on the calm water of Hobart Harbour in Hobart, Tasmania © Adam Gibson

We use cookies on this site to enhance your user experience.  Find out more . By clicking any link on this page you are giving your consent for us to set cookies.

Acknowledgement of Country

Indigenous symbol - Natural Beauty

We acknowledge the Traditional Aboriginal and Torres Strait Islander Owners of the land, sea and waters of the Australian continent, and recognise their custodianship of culture and Country for over 60,000 years.

  • New Zealand (English)
  • United States (English)
  • Canada (English)
  • United Kingdom (English)
  • India (English)
  • Malaysia (English)
  • Singapore (English)
  • Indonesia (Bahasa Indonesia)
  • Deutschland (Deutsch)
  • France (Français)
  • Italia (Italiano)
  • 中国大陆 (简体中文)

*Product Disclaimer:  Tourism Australia is not the owner, operator, advertiser or promoter of the listed products and services. Information on listed products and services, including Covid-safe accreditations, are provided by the third-party operator on their website or as published on Australian Tourism Data Warehouse where applicable. Rates are indicative based on the minimum and maximum available prices of products and services. Please visit the operator’s website for further information. All prices quoted are in Australian dollars (AUD). Tourism Australia makes no representations whatsoever about any other websites which you may access through its websites such as australia.com. Some websites which are linked to the Tourism Australia website are independent from Tourism Australia and are not under the control of Tourism Australia. Tourism Australia does not endorse or accept any responsibility for the use of websites which are owned or operated by third parties and makes no representation or warranty in relation to the standard, class or fitness for purpose of any services, nor does it endorse or in any respect warrant any products or services by virtue of any information, material or content linked from or to this site.

  • Destinations

Home » News » Visit Victoria Launches Stunning $3 Million ‘Wander Victoria’ Campaign

Visit Victoria Launches Stunning $3 Million ‘Wander Victoria’ Campaign

visit melbourne campaign

Clemenger BBDO Melbourne and Visit Victoria (formerly Tourism Victoria) are launching a new campaign designed to encourage Melbourne residents to get out of the city and experience what the rest of Victoria has to offer.

‘Wander Victoria’ is all about slowing down and having a different type of travel experience – one where you take the time to connect, rather than trying to cram as much in as possible.

The first TVC starts with two couples enjoying lunch at a winery. The men decide to walk home, embarking on a journey that covers all eleven of Victoria’s regions in a single day. Seems like a bit of a stretch, but the visuals look good.

Victoria’s landscapes have as a result become an incidental (yet crucial) backdrop to the campaign, in this break from traditional tourism campaigns that favours unusual locations over well known spots of regional Victoria.

The campaign is a long-term strategy with new storylines and characters to be revealed in subsequent phases, highlighting different experiences around Victoria as it unfolds.

Visit Victoria acting director of marketing and airline services Melanie de Souza said Wander Victoria is their first marketing campaign aimed specifically at Melbourne residents.

“In a cluttered media environment and increasing competition in the travel category, we are confident that the quirky narrative and creative treatment will resonate well with Melbourne audiences,” she said.

“The main film aims to highlight regional Victoria’s scenic beauty and diverse natural landscapes as these are key motivators for Melburnians to travel to regional Victoria.”

“Wandervictoria.com is the website underpinning the campaign and the suite of online and media partnership activity focuses on the curation of ‘bite-size’ information targeted towards consumers at all life-stages,” de Souza added.

Clemenger BBDO Melbourne senior creative Lee Sunter added, “Everyone’s busy – which means the greatest modern luxury is time. This campaign shows how it feels when you find that time in regional Victoria”.

The campaign will launch on Sunday via TV, cinema, press, digital and social platforms.

This article was stolen from our sister publication B&T.

Credits visit victoria acting director of marketing and airline services melanie de souza group manager regional marketing shae keenan group manager brand strategy & advertising nicole bradley clemenger bbdo creative chairman james mcgrath executive creative director ant keogh senior creatives lee sunter, alex derwin, hilary badger account management simon lamplough, jonathan pangu, paige prettyman, rebecca orlandi strategic planner matt kingston senior producer karolina bozajkovska production director steve ayson producer allison lockwood executive producer edward pontifex production company the sweet shop managing director wilf sweetland dop germain mcmicking art director lucinda thomson editor jack hutchings, the butchery post production eugene richards, the refinery colourist edel rafferty, method studios music elliot wheeler, turning studios casting director fiona dann, casting sugar, email the travel weekly team at [email protected], latest news, inside above and beyond holidays’ mega south africa famil.

Get the recap from Travel Weekly's South Africa expert here!

  • Tour Operators

Scenic Group rebrands Evergreen Tours as Emerald Tours

There's nothing we love more than a rebrand! Except for that time they rebranded Shapes, that was woeful.

Ambassador Cruise Line is offering buy one, get one free for all 2025/26 sailings

Ambassador Cruise Line is not just reserved for ambassadors. Just in case you got confused as the TW team did.

Malaysian Airlines click frenzy sale’s doing Sydney – London for under $2k

Breaking: Click frenzy results in spike of RSI and carpal tunnel cases in the workplace.

Viking Hathor hits the water for first time ahead of Nile River voyages

Move over Horus and Ra, Hathor's in town. And she's not here to f*** spiders.

Disney Destiny: Disney Cruise Line unveils details on its next ship

Does news of another Disney ship make you jump up and click your heels like an old-timey cowboy? Get springing here!

Webjet’s stellar performance sends share price through the roof – Market Check

It's a Friday and do you know what that means? It's stock time (with excessive beer consumption to follow).

Intrepid takes 25% off in new Australia sale

Intrepid is inviting travellers to explore the best country on Earth. No, not Italy, Australia (duh).

CLIA LIVE kicks off in Brisbane, gearing agents for cruise success

CLIA got the gang together to chat all things cruise! Well, we suppose that's kind of what they do, huh?

Registrations now open for the Qantas Distribution Platform portal

Rumoured to include access to the Chairman's Lounge (but don't believe everything you hear).

Vietjet announces new Sydney-Hanoi route

"Hello Hanoi!" is what locals can expect to hear Aussies yell before asking where to get a "real authentic bánh mì."

Drunk Delta pilot arrested at baggage scanner, sentenced to 10 months in jail

It's like an episode of RBT and Border Patrol merged into one! We want more, just without the pilots.

Heritage Line renews, refreshes & reinvigorates itineraries on the Lower Mekong River

These itineraries have hit the workshop, had a makeover, gotten the full sprucing and are back better than ever!

  • Travel Agents

FAMIL: Tahiti Tourisme & Windstar Cruises treat agents to the wonders of the Pacific

Get all the pics of this fabulous famil here! See if you know anyone and guess who got the most sloshed each night.

Outback Spirit kicks off 2025 season with early bird savings

Get in the outback and live like Russell Coight! Minus the snake bites and instances of teens mooning you, however.

Communication, problem solving and empathy key for propelling South African tourism, experts say

We reckon promoting South African BBQ is all they need to do, but that might just be because lunch is approaching.

Corporate Traveller swings amateur golfers around the globe for World Golf Competition

How're your golf skills? Consider yourself a Tiger Woods or often get quadruple bogeys? TW takes after the latter.

Via Travel expands with new Boutique Comfort & Flashpacker tours

For the record, Flashpacker tours do not involve your guide showing off a little more than you paid for...

PHOTOS: NCL guests clean up Eden & Melbourne beaches with Take 3 for the Sea

NCL guests clean up the beach then hit the buffet. Life's all about balance.

Cape Weligama: Sri Lanka’s hidden gem of a hotel

Another TW review of a sparkling hotel has arrived. Just in case you were get cravings or something.

Holland America Line celebrates 151st anniversary with 30% off

Holland America has upped savings from last year's 150 milestone. Now we wait 12 months to see if the trend continues.

WATCH: Safari goes even wilder as elephant repeatedly attacks truck!

Thought your safari was wild when you saw a real life kill? You've got nothing on these guys!

Corporate travellers to spend big on Melbourne F1 despite financial pressures

Part of the attraction is sick days after the event as corporate travellers suffer creaked necks and blown eardrums.

Kakadu Tourism taps Alain Codino as new BDM

Codino's here and he clearly knows how to handle a snake - literally!

Virgin Australia and Link Airways codeshare tickets are now live

Want to get Velocity points up but need to go outside Virgin's immediate network? Link Airways has come to the rescue!

Aussies to amp up domestic travel in 2024: YouGov

Aussies are swapping the charm of Paris for some Aussie spirit. In other words, Yellow Tail has beat out Champagne.

  • Wholesalers

Intrepid reports its best financial performance ever in 2023

If you work at Intrepid now's the time to ask for a pay rise. Apologies to Intrepid managers for the ensuing requests.

Air New Zealand is on the hunt for global SAF partner

Meanwhile, our hunt for the best chicken parmi lunchtime special continues. Who will be the first to succeed?

MSC Cruises, Visit Qatar & Qatar Airways team up for ultimate famil

There's no drunkenness in Qatar, meaning attendees didn't wake up dreading what they might have said the night before.

Fiji Airways’ South Pacific holiday packages sale is now live!

Lap up a Fiji holiday and return to Aus saying 'bula' and 'vinaka'. Your friends will definitely love it, we promise.

Bonza officially kicks off Gold Coast-Darwin route

The Flying Purple Thumb is back at it with another route. We swear, we're going to make this nickname stick!

“Dragged to hell and back”: Qantas’ illegal sackings severely impacted workers’ mental health, court told

A court has heard of the extent the illegal sackings had on former employees, including cases of anxiety and depression.

Qantas to increase domestic lounge fees by 17% next month

QF says the hike will recover lost member fees during COVID. TW thinks its absolutely time to leave the big C behind.

17 per cent rise in business volume drives Club Med success in 2023-24 and beyond

What's next for Club Med? We'd guess another all inclusive resort, but what do we know?

South West Sydney Tourism launches Western Sydney Tourism Awards

Penrith's 3 consecutive NRL premierships wasn't enough? The people of Western Sydney could fill the trophy cabinet more!

Scoot’s mega March sale has flights to Athens from $355

With Scoot, travellers can lap up the Parthenon on the cheap! Delving into Ancient Greece has never been so affordable.

You are using an outdated browser

Please upgrade your browser or activate Google Chrome Frame to improve your experience.

Signing in with LinkedIn

Please wait while we sign you in with LinkedIn.

This may take some time.

Please be patient and do not refresh the page.

(A new window from LinkedIn should open for you to authorize the Travel Weekly login. If you don't see this please check behind this window, and if it is still not there check your browser settings and turn off the pop-up blocker.)

SUBSCRIBE NOW FOR FREE

Never miss a story again. Sign up for daily newsletter now.

  • Skip to content
  • Skip to main navigation
  • Mumbrella Pro
  • Market Review
  • Other Industry Events
  • About Mumbrella
  • Freelance Directory
  • Business Directory

Visit Victoria kicks off tourism campaign as state emerges from lockdown

Now that lockdown restrictions have lifted, Visit Victoria, has recommenced its marketing, encouraging the state’s residents to get out and explore the regional areas.

The multi-million dollar campaign initially targets Victorians, but will later then expand to target visitors from bordering regions in New South Wales.

The campaign was created by SIRAP. Last year, Saatchi & Saatchi won a tender for Visit Victoria’s creative account .

Each campaign asset pushes the message ‘Stay close, go further’, communicating that Victorians should travel within the state and discover regions they have not yet to explored.

Visit Victoria CEO, Brendan McClements, said: “What makes Victoria so special is the creative, entrepreneurial, passionate people behind our tourism businesses.

“Our campaign tells the stories of the products and experiences that exist within our borders and we trust it will inspire Victorians to make some new discoveries.”

The campaign follows Visit Victoria tackling the state’s lockdown and amounting loss of tourism income by launching ‘Click for Vic’ . The initiative was centred around an online platform that encouraged online shopping that would support local businesses.

Research done by Visit Victoria found that 70% of respondents felt Click for Vic made them look forward to visiting regional Victoria and Melbourne. 80% of people agreed that now was the right time to support the local economy and Victorian businesses.

SIRAP creative director, Paris Thompson, acknowledged the significance of the campaign.

“We were honoured to be asked to work with Visit Victoria to develop this important campaign,” Thompson said.

“We were inspired by the creativity of the many makers and creators of regional Victoria. Stay Close, go further layers the beauty, diversity, creativity and experiences of our place; through their stories.

“We wanted to connect with Victorians, through the incredible stories and experiences of our passionate creators, to re-awaken their senses and to encourage the people of Victoria and greater Australia to explore the many rich and diverse regions that create the fabric of Victoria.”

The campaign kicked off on 6 November, with films featuring Gippsland and the High Country. As the campaign progresses all regions of Victoria will be featured through the campaign activity as more filming takes place in the coming weeks.

The campaign will be executed across TV, print, radio, digital and social, supported by PR and industry partnerships.

Update – 1:54pm 20 November

As well as reaching neighbouring regions in NSW the campaign was intended to target visitors from close regions in South Australia. Responding to Mumbrella’s question about advertising taking place in the state following Victorian Premier Daniel Andrews closing the border for 48 hours due to the new COVID-19 outbreak in Adelaide, Visit Victoria said no activity is currently taking place in South Australia but it is in a ‘watch and wait’ situation to ensure future advertising is appropriately timed.

Creative Agency: SIRAP Creative and Film Director: Paris Thomson Managing Producer: Belinda Cumming Production Manager: Giordano Caputo Director of Photography: Julian Tay Second Camera: Ben McNamara Post Production: SIRAP Stills Photography: Caitlin Mills Art Director: Quan Payne

Zoe Wilkinson was a reporter at Mumbrella and the producer of the Mumbrellacast from March 2019 to May 2021.

Comments are closed.

The Weekend Mumbo: Waking up is easy (when you've got a voice you know)

'it's raw, honest and it hits people hard': we go one-on-one with greg inglis, 'it honestly took seconds to go, 'oh wow, here's our guy'': returning to the jungle with i'm a celebrity, brooke boney to depart today show, ‘it’s something you can’t ignore’: pnau’s nick littlemore talks ‘the wild west’ of the internet and streaming, get the latest media and marketing industry news (and views) direct to your inbox., sign up to the free mumbrella newsletter now..

This website uses cookies for proper functioning and enhancing the user experience. By clicking 'Accept' on this banner or using our site you accept our use of cookies. You can also 'Read More' to view our Cookie Policy and learn how to control them. Read More

Sign up to our free daily update to get the latest in media and marketing.

visit melbourne campaign

'Supply and demand on steroids' as peak Sydney to Melbourne flights exceed $900. What does it mean for holiday travel?

People crowded around and liked up at check-in terminals at Rex Airlines departures area at Sydney Airport

If you're not a fan of watching race cars go around in circles, you may have gotten a shock if you needed to book a flight from Sydney to Melbourne this week.

With Formula 1 grand prix events kicking off at Melbourne's Albert Park on Thursday, it was rare to spot a one-way fare for less than $400 from Monday.

By Wednesday, across Jetstar, Rex, Virgin and Qantas, flights were a minimum of about $500 to upwards of $900.

In some instances, it was cheaper to book a seat in business class than economy.

While it's not uncommon for airlines to hike up prices around sporting events, holidays and concerts, Chris Ford from Compare the Market said with Easter approaching this was a "double whammy".

"It's sort of a double hit that can extend over a period of time," he told the ABC.

Experts have called it "supply and demand on steroids" during peak periods.

A close of up a crowd cheering at the Grand Prix.

The Australian Competition and Consumer Commission (ACCC) monitors the prices and profits of the major domestic airlines but plays no role in regulating fares.

So, airlines have the freedom to increase prices according to market demand and conditions, aviation analyst and associate professor at RMIT, Chrystal Zhang, said.

"The key question is really, 'How high can the airline go?'"

She warned nowadays people need to book trips months in advance and be willing to be flexible around "hot events" and holidays. 

Best days to avoid Easter holiday hikes

Concerts and events generally only lead to fluctuations over a few days, Mr Ford said.

But when Taylor Swift mania took hold last month, airfares to Sydney and Melbourne spiked over a sustained period, even across regional airports.

In the lead-up to Easter, Compare the Market analysed which days were best to travel and how long it would take for prices to start to drop.

It found consistent patterns in its reviews over Christmas, showing fares inevitably "skyrocket" before public holiday days.

People sit in a carnival ride swing as it spins

Comparing where prices were at about two weeks out from Easter, there was a difference of hundreds of dollars between the cheapest and most expensive days to fly.

With the Easter long weekend falling on March 29 to 31, flights out of Brisbane, Sydney and Melbourne to the rest of Australia's major cities were the most expensive on March 28.

The cheapest days in the lead-up were between March 18 and 22.

On the other side, flights were most affordable from April 4 to 12.

Prices will continue to rise

Over the last two weeks, flights have been increasing incrementally along key routes, and are expected to continue to rise, Mr Ford said.

"We're not talking hundreds of dollars at this point in time, but it will be interesting over the next few days to see how much they do nudge up."

This week, flights from Brisbane to Sydney were about $170 one-way on March 28, Mr Ford said.

They come down to $110 on April 4, then a few days later prices are at $74.

"You're looking at around $100 from peak to trough over a two-week period," he said.

visit melbourne campaign

On the Melbourne to Sydney route, a flight on March 28 this week was selling for around $180 depending on the flight times.

When Compare the Market analysed flights a week ago, the most expensive flight from Melbourne to Sydney on March 25 was $174.

Now, with the pinch of grand prix demand and most flights being close to sold out, the cheapest flight is about $400.

By April 9, there are flights for $52.

Weekend crowds at the international racing event are expected to exceed 440,000. 

"If there is a lesson to be learned for future needs, it's doing that research as early as possible," Mr Ford said.

How far should you book in advance?

There are some opportunities to find cheaper prices as holidays approach, but it depends on how much time you have and if you're open to "inconvenience", Mr Ford said.

Generally, flights will be less expensive during early mornings and late nights, and from regional airports.

"You need to be able to be more flexible and open to travelling slightly out of town, or getting to the airport at 4am for a 6am flight," he said.

But, the best way to avoid getting stung is to book early, and check terms and conditions in case flights are cancelled, Professor Zhang said.

She suggested these days it's best to generally book flights about three months in advance.

"Two to three months before you plan the travel is a kind of suggested time to finalise your schedule and your overall itinerary," she said.

Depending on the demand of the particular route, you will start seeing prices rise up to two to three weeks, she added.

"And you really need to be mindful of these very hot events in hot destinations, whether that's a big conference or a popular sporting event."

A man and a woman with backpacks and suitcases walk through an airport with their backs to the camera.

'People will still fly'

Rico Merkert, professor of operations and supply chain management at the University of Sydney, said there have always been increases during peak seasons, but it has become more excessive since the COVID pandemic.

"Supply and demand on steroids," he told the ABC.

"What happened is that we didn't have enough capacity or [there was] reduced capacity." 

Now, there are chances to "capture an audience" when there are holidays and events like a Taylor Swift concert.

"Sydney to Melbourne is one of the busiest routes on the planet, so it's difficult for airlines to add more capacity — more flights," Professor Merkert said.

"But they see that suddenly everyone wants to fly so that means they can easily increase the fares and know people will still fly."

Jetstar said strong demand from Sydney to Melbourne was a factor in their high prices this week.

"Most customers book well ahead of when they want to travel and like all airlines, our cheapest fares sell out first," Jetstar said in a statement to the ABC.

Falls into 'price gouging' but is it illegal?

These practices are unfortunate for people who have no choice but to book last-minute travel, Professor Merkert said, adding that it would "fall into the category of price gouging".

It also isn't isolated to airlines, with petrol prices already increasing in the lead-up to Easter.

"It's the same with a car, if you have to drive to Orange (in regional NSW) to see your family, you might be able to take a train but there are all sorts of other destinations in NSW where you have to travel further and you have no choice," he said.

The ACCC said increasing prices during periods of high demand is not illegal, but businesses just need to provide clear and up-front information about the price consumers will pay.

Currently, competition is the best hope of keeping prices within reason.

"The ACCC tries to ensure that there's sufficient competition in the market," Professor Merkert said.

"If there are two or three airlines in this space, surely one will have a slightly better deal.

"But in fact, if one raises fares by 30 per cent, then the others won't be far behind."

  • X (formerly Twitter)

Related Stories

Flight prices still remain high after covid, but some tickets are much more expensive than others.

Passengers at Sydney Airport

The government is picking fights on prices for consumers, but can it land a punch?

Anthony Albanese at Woolworths

Qantas accused of 'price-gouging' after consumers pay triple for flights using credits over cash

A row of Qantas planes are on the tarmac, viewed from inside an airport terminal where cafe benches are packed away.

  • Air Transport Industry
  • Travel Preparation and Advice

Biden campaign and Trump PAC release dueling ads on immigration

politics political politicians

WASHINGTON — The Biden campaign and a pro-Trump super PAC are out with competing ads on  immigration  that paint vastly different pictures of an issue that’s expected to affect turnout in November.

The advertisement from President Joe Biden’s campaign largely focuses on Latino Americans but also goes after former President Donald Trump and his rhetoric.

“Now he says immigrants are poisoning the blood of our country ,” Biden says in the 30-second spot, which appears to use his remarks from a campaign event this week in Phoenix. “What the hell was he talking about?”

The ad is the second Latino-focused one this week, the Biden campaign said. It will air on digital platforms in English and Spanish across more than half a dozen battleground states.

“Let’s call Trump’s words and actions what they are: anti-Latino, anti-immigrant, and anti-American,” said the Biden campaign’s Hispanic media director Maca Casado in a statement.

In a 15-second ad released by the pro-Trump super PAC called MAGA Inc., audio of Biden criticizing the border wall is played over video of migrants pushing through part of a border fence.

“There will not be another foot of wall constructed in my administration,” the ad shows Biden saying. It appears to be the same line Biden said to NPR before winning the 2020 election.

“The daily chaos at the border is the fault of one man — Joe Biden,” said MAGA Inc. spokesperson Alex Pfeiffer in a statement. “Biden reversed the Trump policies that stopped illegal immigration.”

The ad, which Trump posted to his Truth Social account with the words “Biden’s Invasion,” was not in response to Biden’s, said Pfeiffer, who declined to preview the PAC’s further plans for the ad.

The two advertisements highlight a critical issue for the campaigns. About 28% of Americans named immigration as the most important problem facing the U.S., according to a Gallup survey conducted in February.

Trump held a 35-point lead over Biden when voters were asked which candidate would be better at securing the border and controlling immigration, according to an NBC News poll conducted in January. However, Biden held a 17-point lead over Trump when voters were asked which candidate would be better at treating immigrants humanely and protecting immigrant rights.

The Biden campaign has frequently slammed Trump’s comments about migrants, whom the former president has compared to the character Hannibal Lecter in “The Silence of the Lambs.”

The new Biden ad also features a 2015 clip of Trump from his presidential bid announcement when he referred to Mexican migrants: “They’re bringing drugs. They’re bringing crime. They’re rapists.”

The ads aren’t the first time the two candidates have gone head to head on immigration issues on the same day. In a split-screen moment last month, Biden and Trump visited the southern border and spoke at the same time in different locations. During the visit, Biden asked Trump to join him in passing a bipartisan border bill that was negotiated in the Senate but later spiked by Republicans after Trump’s criticism. Meanwhile, Trump called the situation at the border a “Joe Biden invasion.”

visit melbourne campaign

Megan Lebowitz is a politics reporter for NBC News.

Kamala Harris declares 'health crisis' in historic visit to abortion clinic in Minnesota

ST. PAUL, Minn. ― Vice President Kamala Harris made a historic visit to an abortion clinic in the Twin Cities Thursday, demanding "we have to be a nation that trusts women" and declaring that access to reproductive medical care has spiraled into a "health crisis."

The visit to the Planned Parenthood facility − the first ever by a president or vice president to a clinic that provides abortion services − marked the most dramatic push by President Joe Biden's reelection campaign to make access to abortion a defining issue in the 2024 election .

Harris, the nation's first female vice president , has become the White House's leading voice on restoring abortion rights after the Supreme Court overturned Roe v. Wade in 2022, ending a 50-year constitutional right to an abortion and prompting several Republican-led states to pass laws limiting abortion access.

"In this environment, these attacks against an individual's right to make decisions about their own body are outrageous and, in many instances, just plain old immoral. How dare these elected leaders believe they are in a better position to tell women what they need, to tell women what is in their best interest?" Harris said.

The trip was the final stop of Harris' “Fight for Reproductive Freedoms” tour, which launched in January and included previous visits to Wisconsin, California, Georgia, Michigan and Arizona.

Prep for the polls: See who is running for president and compare where they stand on key issues in our Voter Guide

More: Vice President Kamala Harris to make historic visit to abortion clinic in Minnesota

Minnesota, which offers broad access to abortion procedures, has become a safe haven for individuals from other states that have passed bans on abortion over the nearly two years since Roe was overturned.

"Many of you have asked why am I here at this facility," Harris said after touring the St. Paul Health Center - Vandalia, which remained open to patients during her visit. "It is because right now in our country we are facing a very serious health crisis, and the crisis is affecting many, many people in our country, most of whom are frankly silently suffering."

The Biden campaign has set out to relentlessly remind women voters that it was former President Donald Trump's three Supreme Court appointments who led to Roe's dismantling.

Trump, the presumptive Republican presidential nominee, said in a Fox News town hall in January that he's "proud to have done it" when asked about the court's overturning of Roe v. Wade. Trump later added that he supports exceptions for rape, incest and life of the mother.

"Let us all recognize who is to blame," Harris said, singling out Trump during a campaign rally elsewhere in St. Paul after leaving the clinic. "He intended for them to take away your freedoms. And it is a decision he brags about.”

Harris was joined at the abortion clinic by Minnesota's Democratic governor, Tim Walz, and U.S. Rep. Betty McCollum, D-Minn.

Walz signed legislation last year codifying the "fundamental right" to an abortion in the state and repealing the state’s 24-hour waiting period before an abortion.

"When we talk about clinics such as this, it is absolutely about health care and reproductive health care," Harris said. "So, everyone get ready for the language. Uterus − that part of the body needs a lot of medical care from time to time. Issues like fibroids. We can handle this. Breast cancer screenings. Contraceptive care. That is the kind of work that happens here − in addition, of course, to abortion care."

Harris slammed other states for passing laws that "caused clinics like this to shut down," which she said denied women "vital care" within any reasonable distance. She spoke in front of a large map showing Planned Parenthood clinics in the organization’s five-state North Central region.

Sixteen pink dots noted the presence of clinics in Minnesota, where Walz and the Democratic-controlled state legislature moved to protect abortion access. But Minnesota’s neighbors are barren in comparison, with just four clinics distributed across North Dakota, South Dakota and Nebraska. Only one provides abortions, according to the organization’s website.

"Since Roe was overturned, I've cared for patients from everywhere − from nearby states like South Dakota and North Dakota and Wisconsin, but from faraway states like Texas, Alabama, Wyoming, Florida, Oklahoma, Missouri, and the list goes on," said Sarah Traxler, chief medical officer for Planned Parenthood North Central States.

Traxler said the St. Paul abortion clinic has seen a 25% increase in abortions since the Dobbs v. Jackson Women's Health Organization decision that overturned Roe. Out-of-state patients have doubled, she said.

"Traveling to access essential health care can be intimidating and overwhelming. It is not an easy thing to do as we have all pretended that it is," Traxler said.

While Biden struggles to convince Americans of an improving economy, according to polls, abortion rights has proven to be a winning issue for Democrats in elections held since 2022.

“Clearly those bragging about overturning Roe v. Wade have no clue about the power of women in America,” Biden said in his State of the Union address last week. “But they found out when reproductive freedom was on the ballot and won in 2022, 2023, and we'll win again in 2024.”

More: Joe Biden boosts abortion, contraception access on Roe v. Wade anniversary

Over the course of the decades-long battle over abortion rights in the U.S., abortion clinics have at times been sites of violent protests and targets of bombings.

An hour before Harris was scheduled to speak, about two dozen protesters gathered outside the St. Paul Planned Parenthood, holding signs with slogans such as, “life is a human right, “they’re killing babies here,” and “the real war on women.” A heavy police and Secret Service presence surrounded the building in anticipation of the vice president’s arrival.

Diana Halsey, a 70-year-old Minneapolis resident was among those hoisting signs with anti-abortion slogans. She said she stops by the clinic about once a week to pray that the women coming and going “get the help they need.”

She was surprised to learn that Harris would also be dropping by Thursday and hurried to find a bigger display. As Harris drove by, Halsey’s large “Life is a human right” sign was on immediate display. “It's sad,” she said of Harris’ visit. “I really feel bad about our medical community — that they are not supporting."

Paige Robinson, a 22-year-old University of Minnesota student, was among a handful of supporters who gathered outside the clinic Thursday, intermingling with the protesters, trying to catch a glimpse of the vice president as her motorcade exited the building.

“I think it's very cool,” Robinson, a Democrat, said of Harris’ visit. “I know that this is the first time she's ever done it — the first time anyone has ever done something at an abortion clinic, which I think is very neat.

"And I think it's very cool that it's Minnesota especially, because Minnesota has a pretty good track record. It's nice to see such clear support of our pro-woman policies," Robinson said.

IMAGES

  1. Visit Melbourne Banner Template Free Vector 163836 Vector Art at Vecteezy

    visit melbourne campaign

  2. Come and Say G’day

    visit melbourne campaign

  3. Tourism Australia Kicks Off $5m Advertising Blitz

    visit melbourne campaign

  4. Public Transport Victoria showcases Melbourne attractions along its bus

    visit melbourne campaign

  5. Best Time To Visit Melbourne 2021 [Month By Month Guide]

    visit melbourne campaign

  6. Tourism Australia kicks off $5m advertising blitz

    visit melbourne campaign

COMMENTS

  1. PDF Campaign Overview & Toolkit

    is also the call to action, Visit Melbourne, and leads consumers to the Visit Melbourne website, which features extensive additional information on the experiences, events and locations available in Victoria. Visit Melbourne National Campaign Toolkit 2 "Our campaign reminds Australians of all the reasons to love Melbourne and Victoria. The

  2. PDF FREQUENTLY ASKED QUESTIONS

    The Visit Melbourne campaign highlights the state's experiences in a playful and witty series of films that shares the story of a couple's trip to Melbourne and Victoria and their search for the new, unique, interesting, and fun family friendly experiences on offer.

  3. Visit Victoria shows the world why Victoria is 'Every bit different' in

    The campaign aims to drive preference for Melbourne and regional Victoria by showcasing the State's diverse and unique experiences. From the bustling laneways and arts precincts of Melbourne, to the grandeur of the Grampians and the Mornington Peninsula, the campaign captures the feeling that only Victoria offers.

  4. New campaign to get Melbourne tourism back on track

    New campaign to get Melbourne tourism back on track. Tuesday, June 21, 2022. Favorite. City of Melbourne Council has announced it will deliver more exciting events, enticing tourism initiatives and a bold new marketing campaign to boost visitation and better promote the city's unique experiences. The campaign is part of Council's new ...

  5. New campaign to get Melbourne tourism back on track

    21/06/2022. City of Melbourne Council has announced it will deliver more exciting events, enticing tourism initiatives and a bold new marketing campaign to boost visitation and better promote the city's unique experiences. The campaign is part of Council's new Experience Melbourne program, which it says will drive a city-focused approach to ...

  6. Melbourne, Australia

    Entry page to the official North America website of Visit Victoria. Find out about destinations, accommodation, festivals and events, attractions and touring routes in Melbourne, Victoria, Australia. This site also provides accommodation information and booking services.

  7. Every bit different

    Back. Visit Victoria has launched a new global tourism campaign, Every bit different. The campaign aims to increase visitation and expenditure in Victoria, showcasing the State as a place of incredible diversity, passion and creativity. Every bit different brings Victoria - Melbourne and the regions - together under a single unifying brand.

  8. Melbourne, Australia

    The official travel website for international visitors to Melbourne Australia. Find out about destinations, accommodation, festivals and events, attractions and touring routes in Melbourne, Victoria, Australia. This site also provides accommodation information and booking services.

  9. Visit Melbourne launches first campaign in six years with ...

    Visit Melbourne has launched its first campaign since 2011, 'A Twist at Every Turn', to promote the different 'personas' and activities of Melbourne.Created by Clemenger BBDO Melbourne ...

  10. Travel Guide to Melbourne, Victoria

    The city offers up exquisite dining, exhilarating sport and abundant opportunities to experience art. A perfect blend of rich cultural history and new age trends is waiting for you in Melbourne. As the sun goes down, the city comes to life with a vibrant dining scene as well as events and exhibitions. Explore its bustling laneways, trendy ...

  11. Only in the City campaign to entice more people into Melbourne

    Level 4:A message from the Lord Mayor of Melbourne. Level 3:For LGBTIQA+ communities. For older people. Level 4:Alternative housing pathways for older women. Level 4:Help with technology and the internet. Level 4:LGBTIQA+ services for older people. Level 4:Melbourne: A Great Place to Age 2020-24.

  12. Victorian government comes up with $633m plan to reboot ...

    They are complemented by Visit Victoria's 'Stay close, go further' campaign to promote intrastate travel, and the Visit Melbourne campaign currently enticing visitors from interstate to ...

  13. Visit Melbourne

    Visit Melbourne, Melbourne, VIC. 1,112,297 likes · 49,552 talking about this. The official travel page for Melbourne, Victoria. Get insider tips and travel inspiration for Melbourne/Narrm and the...

  14. Every bit different

    Every bit different is Visit Victoria's global tourism campaign. The campaign aims to increase visitation and expenditure in Victoria, showcasing the State as a place of incredible diversity, passion and creativity. Every bit different brings Victoria - Melbourne and the regions - together under a single unifying brand. It is the first ...

  15. Melbourne, Victoria, Australia

    Take a trip on the retro side and stay in Victoria's funkiest old-school accommodation, revamped to perfection. Unable to get data. Venture into Melbourne's hidden spaces and iconic laneways and find an eclectic nightlife, tantalising food and wine, a dynamic arts scene and more.

  16. Every bit different, Victoria, Australia

    Every bit different. This is the bit where we talk up what makes autumn in Victoria too good to miss. From Melbourne's ancient, living First Nations culture, live music scene and world-class restaurants, hit the road to discover Victoria's untamed coastlines, rolling hills and valleys, wilderness filled with wildlife, rivers and waterfalls and ...

  17. Visit Victoria Launches Stunning $3 Million 'Wander Victoria' Campaign

    Clemenger BBDO Melbourne and Visit Victoria (formerly Tourism Victoria) are launching a new campaign designed to encourage Melbourne residents to get out of the city and experience what the rest ...

  18. PDF Visit Victoria home

    Visit Victoria home

  19. Visit Victoria kicks off tourism campaign as state emerges ...

    The campaign follows Visit Victoria tackling the state's lockdown and amounting loss of tourism income by launching 'Click for Vic'.The initiative was centred around an online platform that ...

  20. Events

    Bidding, Building & Delivering World-Class Events. Visit Victoria is responsible for attracting events to Melbourne and Victoria and maximising the benefits from the state's world-class major events calendar. We drive the growth of a diverse, year-round calendar of major, regional and business events across the State of Victoria.

  21. PDF Brand Platform Toolkit

    VISIT VICTORIA Visit Victoria is the State's tourism and events company. We inspire people to visit Melbourne and Victoria through creative storytelling and enriching events. Our role is to drive visitation and expenditure through destination marketing and a strong pipeline of major, regional and business events to support the visitor economy.

  22. Visit Melbourne just released a new campaign advertising ...

    14 votes, 12 comments. 671K subscribers in the melbourne community. A subreddit to chat about Melbourne, the greatest city in Australia. ... Visit Melbourne just released a new campaign advertising Melbourne, do you guys think it reflects the city well? twist.visitmelbourne.com Open.

  23. Restaurants, Eat and drink, Victoria, Australia

    Restaurants. Celebrate the changing seasons with Victoria's gourmet produce at foodie destinations across the state. Sample home-style favourites, international cuisines and innovative dishes served up by progressive chefs from the city to the country.

  24. 'Supply and demand on steroids' as peak Sydney to Melbourne flights

    With the Easter long weekend falling on March 29 to 31, flights out of Brisbane, Sydney and Melbourne to the rest of Australia's major cities were the most expensive on March 28. The cheapest days ...

  25. Trump's GOP is already dying

    Biden campaign tests Trump's name-calling strategy with 'Broke Don' Campaign - 2 hours ago Harris to announce gun control measures on visit to Parkland, Fla.

  26. Biden campaign and Trump PAC release dueling ads on immigration

    The Biden campaign and a pro-Trump super PAC are out with competing ads on immigration that paint vastly different pictures of an issue that's expected to affect turnout in November.

  27. Kamala Harris declares 'health crisis' in visit to abortion clinic

    PAUL, Minn. ― Vice President Kamala Harris made a historic visit to an abortion clinic in the Twin Cities Thursday, demanding "we have to be a nation that trusts women" and declaring that access ...

  28. Promises Donald Trump has made so far in his campaign for a ...

    Former President Donald Trump, now the presumptive Republican nominee, has made a number of promises on the campaign trail, including rolling back car pollution rules, building 10 new cities and ...

  29. Pro-Trump PAC drops 'Biden's invasion' ad Friday, in contrast to Biden

    A Super PAC supporting former President Donald Trump, MAGA Inc., released a new ad hitting President Biden on immigration, a key issue for voters heading into the general election, Friday.

  30. Biden campaign: House's conservative caucus budget is pulled from Trump

    President Biden's reelection campaign argued Wednesday that the Republican Study Committee's (RSC) budget proposal was pulled straight from former President Trump's wish list for another term.