Victoria | Best of Everything
Brand Victoria: Andrews Government unveils $20 million new marketing strategy, logo for state
Premier Daniel Andrews unveiled Brand Victoria on Wednesday 12th August 2015 at the world-renowned Melbourne Park, home of the Australian Open.
The new Brand Victoria will showcase the best of everything our state has to offer - unifying our message to help sell Victoria's economic strength, cultural diversity, world-class events and diverse regions to Australia and the world.
Brand Victoria | Victoria | Best of Everything
Brand Victoria and the accompanying Brand Melbourne will unify Victoria's current patchwork of confusing and disparate branding.
They will be used to showcase our state nationally and overseas as Victoria competes for trade and investment, tourism, migration, major events and education.
The iconic Big V is back as the striking visual centrepiece of a brand that is as adaptable and diverse as the state it represents.
Its flexibility will allow it to be used as a modern, consistent brand across government. It will also be available to Victorian business and tourism operators to make their own.
Best of everything perfectly describes Victoria's many strengths - the world's most liveable city, the best sports and major events, the best artists and creative minds, the best universities and schools, the best entrepreneurs and ideas, and the best regions and natural wonders - all in one place.
13 August 2015
The Victorian Government is getting on with a once-in-a-generation shake up of Victoria's tourism and major events sector to keep us number one.
Today, Premier Daniel Andrews joined Minister for Tourism and Major Events John Eren to unveil Visit Victoria, the new entity bringing tourism and major events under one roof, charged with ensuring Victoria remains the envy of the world.
Visit Victoria will bring Tourism Victoria and the Victorian Major Events Company together, with a new conventions division that will keep Victoria a leading destination for business events and conventions. Visit Victoria will be a single, unified voice, working together to sell our State's great strengths.
The new entity will be a world-leading body responsible for growing Victoria's $21 billion tourism and events industry. Bringing the key entities together will end inefficiencies and duplication - one body, one clear plan.
Visit Victoria will embark on the most ambitious marketing campaign in our State's history, and ensure we continue to grow our impressive calendar of major events. It means a more resilient tourism industry - and that means a stronger State.
Sir Rod Eddington AO will lead the establishment of Visit Victoria as Interim Chair, with the new body set to be fully operational in 2016.
Victoria's tourism and events industry generates more than 206,000 jobs annually, but our interstate counterparts are cottoning on to our success, so we need to refresh our approach to maintain our edge. The new entity will target new streams of visitors from Australia and all over the world, and vigorously pursue the most lucrative events.
Mr Andrews also announced a Ministerial Advisory Committee would work closely with industry experts in fields such as international education, arts and culture, and sport to develop an action plan to attract investment and visitors to Victoria.
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