Visit Victoria has begun a creative review, seeking expressions of interest until mid-February.
After working with a series of agencies on a project basis since Covid, Visit Victoria is now seeking to recruit an agency on retainer.
The State’s tourism and events body wants a partner to support the growth of Victoria’s $46 billion visitor economy through Visit Victoria’s global tourism campaign, ‘Every bit different’ platform, which first launched in January 2024.
The agency has a new 2030 strategy targeting a 16 per cent lift in visitor expenditure to $53.4 billion.
Launched in 2024, the campaign is designed to increase visitation and expenditure in Victoria, showcasing the State as a place of incredible diversity, passion and creativity.
“What’s different about Victoria is our vibrancy and diversity – it’s a feeling that can’t be replicated. We’re excited by the opportunity to partner with a creative and strategic agency to help showcase Melbourne and Victoria and grow the State’s visitor economy,” Visit Victoria’s CMO Shae Keenan said.
“Our Every bit different campaign creates demand for Victoria’s extraordinary visitor experiences around the world and helps convert hundreds of thousands of people into visitors.”
The successful partner would collaborate with Visit Victoria to take the campaign to the next phase in intrastate, interstate and international markets.
Under the two-stage procurement process, the EOI would identify a shortlist of agencies to participate in a Request for Tender (RFT).
The EOI is available via Visit Victoria’s website, and questions from prospective applicants must be directed through this inbox.
Visit Victoria will host a webinar for prospective applicants at 2pm on Monday, 19 January.
The EOI period will close at 5pm on Friday 13 February.
