Victorian Government pushes state’s defence credentials in ‘Mission Possible’ campaign

The Victorian Government has launched a new campaign to secure more defence contracts for the state and create jobs for Victorians in the industry.

The new work, created by Ogilvy Australia, aims to push visibility of the Victorian defence industry and celebrate excellence in the aerospace, land and maritime fields.

The campaign features imagery of research and development of devices by Victorians, as well as people using the finished products.


Creative: Ogilvy

The new work follows the state Labor government’s proposals for defence projects to be based in Victoria including the Land 400 Phase 2 – creating 225 Combat Reconnaissance Vehicles.

The Victorian defence industry currently contributes almost $8b to the state’s economy and employs more than 7,000 people across 300 businesses.

Wade Noonan, minister for industry, Victoria Government said the state’s defence industry had a “global reputation for excellence”.

“We are getting on with the job of growing this important industry, and this new campaign will help local supply chain companies win more contracts and put more Victorians into work,” Noonan said.


The campaign aims to promote industry excellence

Greg Combet, advocate for the Victorian Defence Industry, former secretary of the Australian Council of Trade Unions and the Gillard government’s Minister for Industry and Innovation, said Australia’s defence sector is reliant on Victoria for science and research.

Combet added: “This campaign will help build on those important capabilities and attract future investment and jobs.”

The campaign will feature in industry publications, major newspapers, billboards at Canberra Airport and defence supplements over the next six months.

The government is also a sponsor for the Australian International Airshow which commences in late February.


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