Town Square wins Journey Beyond brand work for full portfolio

After an invitation-only three-way pitch, independent creative agency Town Square has won the brand account for experiential tourism group Journey Beyond, effective this month.

Mumbrella understands that Thinkerbell is the incumbent agency, however, only for the brand’s Journey Beyond Rail Expeditions brand and media work. Town Square’s appointment encompasses the entire brand portfolio.

Journey Beyond’s brand portfolio

A decision on Journey Beyond’s media account is yet to be made.

The three-way pitch was between a shortlist of agencies with what Journey Beyond considered to be strong credentials in the travel category, including Town Square, TBWA Melbourne/Adelaide, and KWP.

Thinkerbell was invited to pitch as well but declined to participate in the pitch.

Justine Lally, general manager, marketing and communication at Journey Beyond said: “We are truly excited to partner with Town Square to help us take Journey Beyond and its suite of brands to new heights. Their integrated approach and track record in the travel and experience sectors were key factors in our decision. We’re excited to have them on-board for this crucial next stage in the growth of the business.”

Peter Egglestone, chief commercial officer at Journey Beyond, said: “We were very impressed by Town Square. Their knowledge and demonstrated capability in the travel and experience industry was a standout, making it a straightforward choice.”

Neville Doyle, chief strategy officer at Town Square added: “We are absolutely delighted to welcome Journey Beyond into the agency. They have a truly iconic stable of brands and we are excited to set about helping them grow their offering and reinforce their place as one of Australia’s premier experiential travel operators. It’s an exciting time right now for all of us at Town Square.”

Thinkerbell also worked on projects for other Journey Beyond brands, including Cruise Whitsundays and Journey Beyond Cruise Sydney.

Journey Beyond’s portfolio of brands includes The Ghan, Indian Pacific, Sal Salis, Ningaloo Reef, and the Eureka Skydeck.

Journey Beyond joins a number of recent client wins for Town Square, including St John Ambulance Victoria, Qatar Airways, and Armaguard.


Get the latest media and marketing industry news (and views) direct to your inbox.

Sign up to the free Mumbrella newsletter now.



Sign up to our free daily update to get the latest in media and marketing.