Journey Beyond is launching its first ever marketing campaign anchored during the broadcast of the Paris 2024 Olympics, with the concept “We go further, to take you beyond”.
The concept speaks to the unparalleled access Journey Beyond has across its collection of 16 brands and 200 unique experiences with an aim to drive greater awareness of the brand as the curator of memorable and iconic travel experiences.
“This is an exciting opportunity to cement our position as the leaders in Australian experiential tourism,” Journey Beyond’s executive general manager, marketing, Justine Lally, said.
“All eyes will be on Australia’s home-grown sporting talent as they take the Olympics world-stage. Audiences back home will be passionately cheering them on, igniting a heightened sense of pride and passion for Australia.
“We’re here to turn that excitement for Australian athletes into excitement for Australia travel, reminding them how big and beautiful this country is, and how dedicated Journey Beyond is, to go beyond the ordinary and deliver exceptional experiences.”
Significant investment has gone into the integrated campaign strategy, ensuring awareness and excitement of Journey Beyond’s portfolio. A series of television commercials will run across the entire duration of Nine’s coverage of the Olympics, leveraging Journey Beyond’s iconic hero brands including The Ghan, Outback Spirit and Sal Salis.
This will be supported by campaign extensions across print, social and digital for all of Journey Beyond’s portfolio of brands.
“Now that Journey Beyond has returned to being a free-standing company, we are looking at future growth and expansion,” Journey Beyond CEO, Chris Tallent, said.
“We know that a Journey Beyond experience delivers special and unique access, an authentic and more immersive experience and extraordinary service, and we want Australia to know that too. We are proud to be building that association with Journey Beyond.”
Special offers will run alongside the campaign on hero products, further incentivising Australian travel. The Ghan is an Australian icon – and rightly so. It’s more than a train journey, it’s a multi-day all-inclusive experience that takes guests right into the heart of Australia to see, learn and experience the outback.
