Visit Victoria Campaign Counts Down to the 2026 Commonwealth Games

Visit Victoria has launched a new campaign for the countdown to the area becoming the next host destination for the Commonwealth Games in 2026. “A Games like no other in a place like no other,” was created with AJF Partnership.

The 30-second campaign, set to classical music, highlights the region’s natural beauty of Victoria as a great reason to visit, while featuring symbolic motifs of the Games including competitive swimming lanes, a finish line, podiums, and a boxing ring.

According to Visit Victoria:

 
 

“The campaign will build excitement for the Victoria 2026 Commonwealth Games and increase the appeal of regional Victoria by showcasing the beauty of our State.”

“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 executive creative director, Adam Francis added, “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.”


Credits

Client: Visit Victoria

Chief Marketing Officer: Shae Keenan
Head of Global Markets and Consumer Marketing: Ben Knighton
Group Manager, Content & Creative: Richard Price
Manager Marketing & Creative Services: Sarah Lock
Creative: AJF Partnership

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
Senior Integrated Production Manager: Sonia Conti
Film Production: Goodoil

Director: Curtis Hill
Executive Producer: Simon Thomas
Producer: Jackie Adler
Director of Photography: Thom Neal
Editor: Dan Lee
Post Production: Arc Edit
Production Design: Victoria McKenzie
Sound: Bang Studios – Sam Hopgood
Media: OMD

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