Published on: October 22, 2026
Visit Victoria has selected Clemenger BBDO, an Omnicom Oceania advertising agency, as its creative and strategic partner of record following a competitive request for tender (RFT) process.
The partnership aims to support the continued growth of Victoria’s $49.5 billion visitor economy by highlighting the people, destinations and experiences that make the Australian state an attractive destination for travellers.
Working with Visit Victoria, Clemenger BBDO will help develop marketing strategies and creative campaigns showcasing the state’s major events, food scene, cultural offerings, diverse regions and distinctive tourism experiences.
Shae Keenan, Chief Marketing Officer at Visit Victoria, said: “Clemenger BBDO demonstrated a strong understanding of our brand, our audiences and the role creativity can play in inspiring visitation. We look forward to working together to inspire more travellers to visit Victoria and support the economic prosperity of our state.”
Mike Napolitano, Co-CEO of Clemenger BBDO, said the partnership held particular significance for the agency, given its Melbourne roots.
“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.”
He added: “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.”
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