GroupM’s Wavemaker wins media account for Journey Beyond Group

GroupM media agency Wavemaker has been appointed as the media agency for Journey Beyond Group’s full portfolio of Australian travel brands, following a competitive pitch.

Journey Beyond Group is Australia’s experiential tourism groups, with 13 brands and experiences including Outback Spirit, The Ghan, Indian Pacific, Cruise Whitsundays, and Eureka Skydeck.

Mumbrella understands that Thinkerbell was the incumbent agency, however, only for the brand’s Journey Beyond Rail Expeditions brand and media work. Last month, independent creative agency Town Square won the brand account for experiential tourism group Journey Beyond. Town Square’s appointment encompasses the entire brand portfolio.

Wavemaker’s new remit includes strategy, planning and buying across all channels, including search and programmatic, with the appointment effective from 1 September 2021.

The win also comes less than a month after OMD CEO Aimee Buchanan was announced as the next GroupM CEO.

Journey Beyond general manager, marketing and communications, Justine Lally, said: “Our aim is to take our guests beyond, to ignite their imagination and transform the amazing into the breathtaking. We were impressed by Wavemaker’s innovative approach, pairing smart insights and provocative strategic thinking with excellent performance capabilities in search and programmatic.

“We’re looking forward to working with the Wavemaker team as we emerge from one of the most challenging times the travel industry has seen, for the crucial next stage in the growth of the Journey Beyond business and brands.”

Wavemaker Adelaide, managing director, Matt Hofmeyer, said: “Journey Beyond Group is an Australian travel business. As the travel industry begins rebuilding in preparation for state borders reopening, we’re looking forward to partnering with Journey Beyond to help navigate the ever-changing media landscape, finding ways to engage new audiences to experience what Journey Beyond has to offer.”

Journey Beyond Group is the latest in a string of new business successes for Wavemaker in Australia including L’Oréal Australia and New Zealand, DoorDash and Bumble.


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