Visit Victoria has appointed Clemenger BBDO as its creative and strategic partner of record following a competitive pitch.
The Omnicom-owned agency said its brings together two organisations with a shared ambition to drive further growth in Victoria’s $49.5 billion visitor economy by showcasing the people, places and experiences that make Victoria one of Australia’s most compelling destinations.
Working alongside Visit Victoria, Clemenger BBDO will support the development of effective marketing strategies and creative campaigns highlighting Victoria’s renowned events calendar, world-class food and culture, diverse regions and unique tourism experiences.
After working with a series of agencies on a project basis since Covid, Visit Victoria started a recruitment process for a retained creative agency in February.
“Clemenger BBDO demonstrated a strong understanding of our brand, our audiences and the role creativity can play in inspiring visitation,” said Shae Keenan, CMO of Visit Victoria.
“We look forward to working together to inspire more travellers to visit Victoria and support the economic prosperity of our state.”
“As an agency born and raised in Melbourne, this partnership is particularly meaningful for our team. Victoria has long been recognised for its creativity, culture, events and entrepreneurial spirit, qualities that continue to attract visitors from around Australia and around the world,” said Mike Napolitano, co-CEO of Clemenger BBDO.
“We’re looking forward to helping tell contemporary stories about the state that capture its energy, diversity and distinctiveness, and inspire more people to experience it for themselves.”
