Victorian government’s $140m post-Covid ad spend amid budget strife

Victoria’s post-Covid advertising spend has climbed a further $140m as the government focuses on the visitor economy.

Victorian Premier Jacinta Allan. Picture: NCA NewsWire / Valeriu Campan

The Victorian government spent $140m on taxpayer-funded advertising last financial year, fuelled by post-Covid travel promotion and campaigns to help address the high cost of road trauma.

The spend brings to almost $440m the amount Victoria has spent on advertising in the past three years, with the investment well ahead of pre-Covid levels.

In 2019-20, which contained a few months of the pandemic, advertising spending was about $85m, rising to a high of $150m in 2021-22 and $140m last financial year.

Campaign advertising last fin­ancial year of $117m was the dominant ad spend, followed by recruitment at $13m.

Visit Victoria campaigns cost more than $15m, Transport Accident Commission almost $14.9m and the Department of Education came in at $10.3m.

Campaigns that some critics might argue were potentially political include promoting the Victorian Sick Pay Guarantee and the $250 Power Saving Bonus initiative.

Campaigns also focused on the recruitment of critical workers, including healthcare staff, teachers and early childhood ­educators.

The government said inflation had helped drive up the ad spending, with rural and regional areas accounting for 20 per cent of total campaigns.

A government spokeswoman said the advertising spend was reflected in the administration’s priorities.

“We’re helping to drive the state’s sustained tourism recovery by promoting the best of Melbourne and our country communities, seeing Victoria’s visitor economy reach a record high of almost $37bn in 2023,’’ she said.

“As well, every life lost on our roads is a tragedy. 

“We have seen road trauma increase both in Victoria and nationally following the pandemic, and we’re working hard to make sure more Victorians make it home safe.”

In the previous financial year, Victorian government advertising spending hit $150m, fuelled by Covid-19 campaigns and attempts to revive the state after the lockdowns.

The state government’s advertising report for the previous financial year showed broad Covid-19 spending of about $45m, with other indirect costs including to promote the state nationally and internally.

Digital accounted for 47 per cent of advertising spending by the government, outdoor was at 15.7 per cent and TV at 15 per cent, with radio at 11.6 per cent and newspapers 9.4 per cent.

The digital share included online newspaper mastheads but the government has sharply shifted its focus toward new media.