Visit Melbourne launches first campaign in six years with ‘A Twist at Every Turn’

Visit Melbourne has launched its first campaign since 2011, ‘A Twist at Every Turn’, to promote the different ‘personas’  and activities of Melbourne.

Created by Clemenger BBDO Melbourne, the 90-second commercial shows a group of friends experiencing different sides of Melbourne and absorbing the city’s diverse culture.

The four friends go down Melbourne’s laneways decked out as hip hop artists, into a theatre in evening wear, to the art gallery, to the Melbourne Cricket Ground, shopping and to a bar.

At each location a different character says “it’s this way” until they reach the Rooftop Bar in Melbourne where one of the four friends says “I think this might be it”.

Peter Bingeman, Visit Victoria’s CEO, said in a statement: “This campaign reflects how visitors experience Melbourne’s many personas – serious, playful, quiet, dramatic, and full to the brim of cultural and sporting heroics. Every visit yields something new, different, exciting and unexpected.”

In conjunction with the short film, a digital platform has been created which allows visitors to use their smartphones to discover all the different Melbourne locations seen in the film.

James McGrath, creative chairman at Clemenger BBDO Melbourne, said: “It’s a very rare privilege to communicate about the very nature of the city you are culturally so connected to. While so many destinations are renowned for how they appear, importantly, the many effects Melbourne has on those who experience it are proudly at the heart of this campaign.”

The campaign is set to run across TV, cinema, online, social and out-of-home.


  • Client: Visit Victoria
  • CEO, Peter Bingman
  • General Manager, Consumer Markets, Nicki Kenyon
  • Head of Domestic Markets, Nicole Bradley
  • Advertising Manager, Fiona Ive
  • Interstate Brand Campaign Manager, Daniel Bese
  • Creative: Clemenger BBDO Melbourne
  • Production company: Revolver / Will O’Rourke
  • Director: Gary Freedman
  • Edit: The Butchery
  • Editor: Jack Hutchings
  • Online Edit: The Refinery
  • Editor: Eugene Richards
  • Sound House: Flagstaff / Sound Lounge
  • Music: Level Two Music/Gaga Music – Harry James Angus

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