Visit Victoria launches 2026 Commonwealth Games destination campaign via AJF Partnership

Visit Victoria has started the countdown to the next Commonwealth Games – which the southern state is set to host in 2026 – launching a new destination campaign via AJF Partnership.

‘A Game like no other in a place like no other’ celebrates the natural beauty of Victoria, building excitement for Victoria 2026 and encourage people to visit the state ahead of the Games.

The campaign is spearheaded by a 30-second spot featuring iconic Victorian landscapes paired with symbolic motifs of the Games – a finish line, podiums, a boxing ring. Set to a climactic classical soundtrack, the spots ends with the campaign platform:

Visit Victoria chief marketing officer, Shae Keenan said: “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.

“But there’s no need for people to wait until then,” Keenan continued: “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 said: “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 launched during the 2022 Birmingham Commonwealth Games, across TV, with press, social content, outdoor and more.


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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