Tourism Victoria logo sparks Twitter storm

Victoria has unveiled a brand new logo and marketing campaign to rebrand the state, in a bid to attract more investment and major events.

The $20 million campaign was unveiled by Premier Daniel Andrews, with its new slogan, “Best of everything”, as per ABC reports.

But it wasn’t all sunshine and rainbows, with Victoria’s Premier not missing the opportunity to have a dig at New South Wales, saying Victoria never had a “lazy reliance on billion-dollar harbour views”.

But his NSW counterpart Mike Baird wouldn’t allow anyone to criticise his beloved state, and he took to Twitter to say so.

“Victoria: Best of Everything*,” Baird wrote. But the asterisk spoke volumes when Baird added, “*offer excludes harbour, infrastructure and sunshine”.

Andrews replied: “You’re just grumpy because you haven’t had a decent coffee since you were last in Melbourne!”

.@mikebairdMP You’re just grumpy because you haven’t had a decent coffee since you were last in Melbourne! But thanks for the free coverage.
— Daniel Andrews (@DanielAndrewsMP) August 12, 2015

Childish Twitter biffs aside, the new logo hopes to put Victoria back in the sunshine, even if the sun is scarcer down there.

“The Big V’s back and we’ve got the campaign to back that up,” Andrews said at the launch.

“The launch of brand Victoria is long overdue, the last time a tourism logo was started in Victoria was two decades ago.”

The new branding will replace the former puzzle style logo of Tourism Victoria.

“One of our logos was in fact a puzzle,” said Mr Andrews.

“Saying to the world that we are puzzled about ourselves… I don’t think that works.”

And because Tasmania tends to feel a little left out, Luke Martin of the Tasmanian Tourism Industry Council said it was a curious choice given its visual similarity to the map of Tasmania.

“On the positive side, we are the fourth most desirable destination to visit in 2015, you can understand why the Victorians would be wanting to do anything they could to steal a bit of our thunder and if that includes incorporating Tasmania into their logo, good luck to them,” he said, per ABC.

“I mean you look at it and you immediately think of Tassie and that can only be a good thing.

“I suspect when you see that triangle, we’re an iconic map, one of the distinctive iconic things about Tasmania is the map and we’re often left off the map, Victoria has well and truly put us front and centre on theirs.”

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Email the Travel Weekly team at traveldesk@travelweekly.com.au

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