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

January 18, 2024 10:22

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.

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Lauren McNamara

Lauren McNamara is a freelance journalist. She previously spent three years at Mumbrella, most recently as the associate editor. She left her staff role in August 2025.