Tourism organisation Journey Beyond, with help from Town Square, has released its first masterbrand campaign, leveraging a film that highlights how the company provides travellers with experiences that are uniquely Australia.
The announcement:
Leading experiential tourism company Journey Beyond has launched its first masterbrand campaign showcasing how it transcends the ordinary by delivering some of Australia’s most iconic travel experiences.
One of Australia’s largest tourism operators, Journey Beyond owns and operates 16 brands across rail expeditions, tours, cruises, camps and lodges and attractions, including The Ghan, Indian Pacific, Outback Spirit, The Great Southern, Sal Sails, Journey Beyond Cruise Sydney, Melbourne Skydeck and Eureka89.
Created by Melbourne independent agency Town Square, which has worked with the company since 2021, the integrated ‘We go further, to take you beyond’ campaign drives greater awareness of Journey Beyond as the curator of some of Australia’s most memorable travel and hospitality experiences.
Leveraging the equity in brands such as The Ghan and Outback Spirit, the campaign will initially focus on the portfolio of leading names under the Journey Beyond umbrella. A series of executions highlight the iconic products and extraordinary experiences Journey Beyond’s guests delight in, and why it’s not just the destination that makes the adventure memorable.
Justine Lally, executive general manager, marketing, Journey Beyond, said: “With extensive experience in bringing Australia’s most iconic experiences to life, we recognise the importance of elevating our own brand in what is a highly competitive tourism sector. This campaign reveals Journey Beyond’s dedication to ensuring our guests’ experiences go beyond the ordinary, across all of our businesses, reflecting the breadth and depth of experience within the group, and how Journey Beyond goes further to take its guests beyond.”
The campaign, which launched on 27 July, will run across TV, including the Olympics on Nine and Nine Now, print, digital and Journey Beyond’s own channels.
Town Square founder, Danielle Moeller, said: “We’ve worked with Journey Beyond for a number of years now, and we’re delighted to bring Town Square’s considerable travel and tourism expertise to this project, casting light for the first time on the masterbrand behind some of Australia’s most loved tourism assets.”
Established in 2017 Journey Beyond employs more than 1,000 people including chefs, boat captains, lodge managers, coach drivers and guides. Headquartered in Adelaide, it has 15 offices across the country.
Credits:
Client: Journey Beyond
Executive general manager, marketing: Justine Lally
Group manager, marketing: Kirsty Gunn
Creative & Media Agency: Town Square
Executive creative director: Brendan Day
Chief strategy officer: Jeff Malone
Head of art: Greg Beer
Head of production: Anna Morris
Senior account director: Carly Taylor
Account manager: Georgia Papamichael
Editor: James Walker
Colour: Moodlab Film
Sound: Bang Bang Studios
Source: TAG PR
