MELBOURNE, AUSTRALIA — Journey Beyond, one of Australia’s leading travel and experience companies with a portfolio of tour, cruise, and destination brands, has launched a new brand platform and integrated campaign from independent creative agency Town Square.
The latter was tasked with bringing new levels of awareness and excitement for these iconic rail adventures to inspire a new generation of travelers to book.
The new brand platform, “Australia by Train,” is about celebrating everything that makes this big, beautiful country so unique. An infinite narrative of discovery and exploration that takes travelers deeper with every brand interaction, revealing the quintessentially Australian and unique endeavor that is The Ghan, Indian Pacific, and Great Southern.
The campaign is running nationally across TV, print, OOH, online, and social. The execution style reflects the period of the trains but through a contemporary Australiana context. A homage to the awkward beauty of the landscape, culture, and people and the contrast between the rugged environment and the refined experience onboard the trains.
The films, produced by Division and directed by Riley Blakeway, follow a series of travelers on a sprawling and intimate journey, bringing the trains to life in ways not seen before. The Church’s “Under the Milky Way” creates an iconic and unmistakably Australian backdrop to these distinctly Australian 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 stylized 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.”
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 Campbell
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
