TOURISM VICTORIA ANNUAL REPORT

BRAND SERVICES
Brand Victoria is the
international destination
brand for Melbourne and
Victoria, and is managed by
the Brand Services Unit.
Brand Victoria is a Victorian Government
initiative that aims to build a strong and
meaningful identity for Melbourne and
Victoria to ensure the ongoing success
of our State. The creative rationale
for the State brand is built around
the characteristics of Melbourne and
Victoria. As is the case with a good
book, where depth and complexity
are experienced through evolving
layers, the more you become engaged
with the city or the State, the more it
reveals itself to you. In the competitive
international environment a cohesive
approach to communicating the unique
characteristics, values and personality
of Melbourne and Victoria is critical to
destination and business success.
The Brand Victoria objectives include:
• positioning Victoria internationally
as the destination of choice for
investors, migrants, tourists and
students
• capturing Victoria’s individuality,
strengths and regional diversity
• generating pride among Victorians
for their state and for Melbourne.
The Brand Services Unit works closely
with the International Marketing unit
of Tourism Victoria as well as the
core sectors of Skilled Migration,
International Education, Invest Victoria
and other government and private
sector organisations to achieve
consistent international marketing.
The Brand Services Unit is also
responsible for Tourism Victoria’s creative
output, including design, production and
still and moving imagery.
The Melbourne
brandmark featured
on six courts at the
Australian Open
Tennis Championships
Victoria hosted
44 cruise ships visits,
a 38% increase.
Australian Open Tennis Championship, Melbourne 2008.
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