AJF Partnership, OMD and Principals collaborate on new Visit Victoria brand platform

AJF Partnership, OMD, Us+Us and Principals have collaborated with Visit Victoria’s in-house marketing team to develop a brand new brand platform, ‘Every Bit Different’, Mumbrella can reveal.

The new platform also includes a fresh global tourism campaign and visual identity, championing the breadth of experiences and opportunities across the state.

Launched at the Australian Open this week, AFJ Partnership’s creative work will stand as Visit Victoria’s long-term platform.

“It’s no coincidence that Victoria has Australia’s best major events calendar and what better way to launch our campaign than through the global platform of the Australian Open,” said Visit Victoria’s CEO, Brendan McClements.

“With around 800,000 spectators at Melbourne Park and millions more watching on from around the world, the AO provides an incredible platform to showcase our experiences, regions and events.”

The new platform is supported by a campaign strategy developed by Visit Victoria’s in-house marketing team, and new brand framework developed by branding agency Principals.

Melbourne brand agency Us+Us was also engaged, responsible for developing a fresh new visual identity including new Melbourne and Victoria logos and style guides.

Chief marketing officer at the brand, Shae Keenan, added: “Our relationships with our partners have been collaborative and creative from the start.

“We knew that establishing ‘Every Bit Different’ as a brand platform means that we need to genuinely live our brand and think creatively about everything we do – internally and externally – and that’s exactly what we have done.”

As a Melbourne-based agency, AJF Partnership was given “no greater challenge, or honour, to be given the chance to sell [Victoria] to the world”, according to Scott Walker, executive creative director at the agency.

“Visit Victoria was keen to do something that broke tourism category conventions and with ‘Every Bit Different’ we feel we have created something that does just that,” he said.

“We avoided simply showing every different bit and instead, told compelling short stories that proudly show the true soul of Victoria.”

The campaign is accompanied by an intricate media plan from Visit Victoria’s media partner OMD.

“Working with our media partner, OMD, we applied a principle for activation that ‘if it is off the shelf, it is off the table’,” said Keenan.

“This meant that we challenged ourselves and our media partners to look for new and innovative ways to launch the campaign across broadcast content, in-venue activation and across digital broadcast assets.”

The campaign is rolling out across TV, BVOD, OOH, social media, including a ‘TikTok takeover’, as well as sponsorship opportunities including the Formula 1 Australian Grand Prix in March, AFL and Network 10’s reality TV show MasterChef.

Media providers that reach diverse audiences such as JOY FM,  WeChat and Little Red Book, will also be leveraged.

Other assets:

The what day is it bit – Victoria. Every Bit Different

The lost in the riff bit – Melbourne. Every Bit Different

The where did the night go bit – Melbourne. Every Bit Different


Client: Visit Victoria

Creative agency: AJF Partnership

Film production: Tom Campbell / Good Oil
Film production 2nd unit: Jordan Watton / Good Oil
Narrm film poduction: Tony Briggs / Typecast
Photography: Shannyn Higgins and Justin Kane
Composer: Joe Walker
Sound: Rumble
Post production: The Editors

Media agency: OMD

Visual identity agency: Us+Us


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