Journey Beyond launches ‘Australia by Train’ brand platform and campaign via Town Square
Leading Australian travel and experience company Journey Beyond, with a portfolio of tour, cruise and destination brands, including train journeys The Ghan, Indian Pacific and Great Southern, has launched a new brand platform and integrated campaign via independent Melbourne creative agency Town Square.
Town Square was tasked with bringing new levels of awareness and excitement for these iconic rail adventures to inspire a new generation of travellers 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 travellers deeper with every brand interaction, revealing the quintessentially Australian and unique endeavour 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 travellers 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.
Says Brendan Day, creative director at Town Square: “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.”
Says Justine Lally, general manager of marketing at Journey Beyond: “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.”
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
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
Those performances were really…. something?
Australia by Train – says it all.
Poster – says it all
Simple. Stylish. No over-promise – but the promise of a good time.
All of a sudden, Perth by train is an option.
Who’d of thunked it?
no idea at all
Love you xx
Great ad – says it all
As an editor I always think if I can make your ad using stock imagery then why did use an agency. Go straight to a post house and save yourself $ of head hours.
I agree, they’re far too happy. Trains suck and they shouldn’t be having such a good time
If this ad was to cement in my mind what a cacophony of clatter a train ride is – the sound mix did the job perfectly.
I love the song itself – but wasn’t there a fabulous version of this recorded by an indigenous singer – somebody Valentine – a much slower, soulful, poignant and therefore more suitable vibe?
Also – only one shot of the Milky Way?
For people who live in cities, seeing the cluster of the cosmos in all its glory above them, once you’re away from the bright lights is a welcome change from the thousands of kilometres of red dirt there is to see as you clatter from coast to coast.