One of Tourism Victoria’s objectives is to improve the branding and marketing of Melbourne and Victoria’s regions. This has been achieved through Tourism Victoria’s integrated “You’ll love every piece of Victoria” Jigsaw strategy, which is one of Australia’s most respected and successful tourism advertising campaigns.

The Roy Morgan Brand Health survey is commissioned by Tourism Victoria to determine which cities and states Australians associate with certain attributes that are important to our brand.

The survey measures Victoria’s and Melbourne’s competitive image, or ‘Brand Health’, and provides an important measure of the impact of our marketing campaigns and investment in key tourism destinations across Melbourne and regional Victoria.

Further information on Victoria and Melbourne’s Brand Health.