‘They’re after the pink-haired mob’: New ad encapsulates Victoria is ‘different’

Sky News host Rowan Dean says Visit Victoria's new tourism campaign called ‘Every Bit Different’ shows the state is after the “pick-haired” and “kale-eating crowds”. They say it aims to showcase the state as a place of incredible diversity, passion and creativity. “Clearly, they’re after the pink-haired mob with the café latte, kale-eating crowds,” Mr Dean told Sky News host Andrew Bolt. “They claim that Victoria is a bit different – there’s plenty of other places in Australia that can boast their progressive inner city coffee crowds. “What amused me about this ad is they start off with the claim there is something a bit different about Victoria – well, this is true. “What they then failed is to deliver … where are all the shots of those beautiful, kind of progressive, modern scenes of people delighting in the absence of public housing to live in doorways in the CBD.”