Journey Beyond captures the luxury of train travel via Town Square
Travel company, Journey Beyond, has launched a new brand platform via indie creative shop, Town Square.
The new brand platform, ‘Australia by Train’, celebrates Australia’s unique landscapes and destinations, through the lends of the company’s train journeys, The Ghan, Indian Pacific and Great Southern.
Created to increase awareness around the rail trips for a new generation of travelers, the campaign reflects the period of the trains through a contemporary Australian context.
The work is led by a suite of films produced by Division and directed by Riley Blakeway, following a follow a series of travellers on a “sprawling and intimate journey”.. The Church’s track, ‘Under the Milky Way’, sets the an unmistakably Australian backdrop to the adventures.
Brendan Day, creative director at Town Square, said: “This was about capturing the romance of a bygone era and the nostalgia that comes from it, but like the trains, always pushing forward in a progressive, considered and stylised way. A relevant and distinctive narrative/aesthetic that the brand can own, creating layers of differentiation between it and other tourism products.”
Justine Lally, general manager of marketing at Journey Beyond, added: “I couldn’t be more proud to launch Australia by Train. The trains are Australian icons and being able to evolve the brand to engage even more Australians and overseas visitors is incredibly exciting. I can’t wait to share more of what these trains have in store.”
The campaign launches across TV, print, OOH, online and social.
Credits
Client: Journey Beyond
GM Marketing: Justine Lally
Group Marketing Manager: Kirsty Gunn
Senior Marketing Executive: Melanie Truman
Creative Agency: Town Square
Creative Director: Brendan Day
Art Director: Benny Moore
Client Leads: Carly Taylor & James Debono
Client Service: Mitch Coughlin
Head of Production: Anna Morris
Agency Producer: Elizabeth Campbel
Media Agency: Wavemaker
Production Company: DIVISION
Director: Riley Blakeway
MD | Executive Producer: Genevieve Triquet
Producer: Christiana Roberts
DOP: Andrew Gough
Art Director/Costume: Kara Kyne
Casting: @northsidecasting
Editor: Stewart Arnott
Grade: Matt Fezz
Post House: White Chocolate
Online: Chris Grocott
Sound Designer: Tristan Dewy, Bang Bang Studios
Music: Level Two Music
Photographer: Lauren Bamford
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