Victoria has always been a place that embraces difference, uniquely enriching every moment of a visitor’s stay in a manner unmatched by any other destination in Australia. The Every Bit Different global tourism campaign for Visit Victoria, showcased the diverse experiences of Melbourne and regional Victoria by emphasising the unique emotions they evoke, breaking traditional tourism conventions. Through a series of 15-second ‘bits’, the campaign captured the essence of Victoria, from the vibrant laneways of Melbourne to the grandeur of the Grampians and the Mornington Peninsula. With interchangeable location titles depending on content, the campaign spans television, broadcast and event partnerships, print, out-of-home, social media, public relations, and culturally diverse marketing. The campaign was launched in January 2024 to coincide with the Australian Open, illustrating why Victoria truly stands out as 'Every Bit Different'.