Visit Victoria Counts Down To 2026 Commonwealth Games With ‘A Games Like No Other In A Place Like No Other’

Visit Victoria, the tourism and events company for the State of Victoria (which combines the roles of Tourism Victoria, Victorian Major Events Company and Melbourne Convention Bureau), leveraged the end of Birmingham 2022 by starting the countdown clock to its own 2026 Commonwealth Games with work celebrating Victoria as the next host led by the tagline: “A Games Like No Other In A Place Like No Other’.

Created in harness with AJF Partnership, the work drives awareness of its host status by showcasing the state’s natural beauty as it seeks to build excitement around the multi-sport event and encourage viewers to visit Victoria.

The integrated campaign rolled out during the 2022 Birmingham Commonwealth Games and ran across TV, press, social, outdoor and PR.

Spearheaded by a hero spot, the campaign dropped on 29 July and urged people to find out more about the state in general and the upcoming Games in particular at the bespoke web hub at https://www.visitvictoria.com/victoria2026.

“The Commonwealth Games is not only a world-class event, but Victoria 2026 will also be a world-first event with the Games to be held across four regional hubs – Ballarat, Bendigo, Geelong and Gippsland,” said Visit Victoria Chief Marketing Officer Shae Keenan. “But there’s no need for people to wait until then. Through ‘A Games like no other in a place like no other’, we want to capture people’s imaginations and show them there are plenty of reasons to visit through discovering the beauty of the local regions, landscapes, people and culture.”

AJF Partnership Founder and ECD Adam Francis commented: “We wanted to create a piece of work that breaks the mould for large sporting event advertising. The Games in Victoria will be different from any we’ve seen before. Doing things differently is in Victoria’s DNA so it made sense to bring the Games to life in a different and unexpected way.”

The campaign was briefed in by and created for the Visit Victoria communication and marketing team led by Chief Marketing Officer Shae Keenan, Head of Global Markets and Consumer Marketing Ben Knighton, Group Manager, Content & Creative Richard Price and Manager Marketing & Creative Services Sarah Lock by a team at AJF Partnership which was led by Executive Creative Director and Founder Adam Francis, Executive Creative Director Josh Stephens, Senior Art Director Jess van de Vlierd, Senior Copywriter Carly Dallwitz, Senior Producer Liesel Haug, Client Partner Bryce Coombe, Senior Account Director Ferne Archer, Strategy Director Jill Cummins and Senior Integrated Production Manager Sonia Conti.

Film production was handled by Goodoil with Director Curtis Hill, Executive Producer Simon Thomas, Producer Jackie Adler, Director of Photography Thom Neal and Editor Dan Lee.

Post production was by Arc Edit with Production Designer Victoria McKenzie, sound was run by Bang Studios’ Sam Hopgood and media by OMD.

Comment

This fresh phase of promotional work followed on from previous creative promoting Victoria’s 2026 Commonwealth Games which appeared earlier in July which positioned Victoria as Australia’s sporting capital.