Carat South Australia has been appointed as the media agency for Australia’s largest and leading experiential tourism business Journey Beyond following a competitive pitch in late 2025.
Headquartered in Adelaide, the account has been won by Carat’s South Australian team who is now responsible for all media buying for Journey Beyond’s portfolio of 22 iconic travel brands. This includes assets across rail, cruise, outback adventures and luxury lodges, including The Ghan, Cruise Whitsundays, Sal Salis Ningaloo Reef and Monarto Safari Resort.
The appointment coincides with Journey Beyond expanding its footprint with the acquisition of New Zealand’s leading premium coach touring company, Grand Pacific Tours, in August. This is the company’s first acquisition outside of Australia.
Carat’s South Australian team brings a strong track record in the travel and tourism sector, having worked with the South Australian Tourism Commission since 2021. This appointment is a testament to the team’s industry expertise and proven ability to deliver impactful media strategies that resonate with travelers.
“We’re thrilled to welcome Carat as our new media agency partner following a comprehensive review process,” said Justine Lally, executive GM – marketing, Journey Beyond.
“Carat impressed us with their proven experience in the travel category, sophisticated strategic thinking, planning processes and collaborative approach. Their strong cultural alignment, and highly capable team, made them a clear choice. We’re confident this partnership will deliver even greater impact as we continue to grow our brands and connect with traveler audiences in new, exciting and meaningful ways,” she said.
Adele Gibb, MD – South Australia, Carat, said, “We’ve long admired Journey Beyond as a brand synonymous with experiential ‘bucket list’ travel, and we’re thrilled to now partner with them.
“What really resonated with our team is Journey Beyond’s commitment to responsible tourism and its genuine respect for Country and the communities connected to the places it operates. The business has taken meaningful steps to ensure its growth delivers long-term cultural, environmental and community value, not just commercial success.
“We’re incredibly proud to be working with a brand that is setting a high benchmark for how tourism can honour Australia’s natural and cultural heritage. We’re so excited to help deliver meaningful impact for this iconic brand as it continues to evolve in Australia and beyond,” said Gibb.
For Carat South Australia, the appointment continues the agency’s strong 2025 momentum in which it extended its partnership with the South Australian Tourism Commission for a fourth consecutive year, developing important campaigns for the SA Government’s new Advertising Hub and being shortlisted in the B&T Awards for QLD/Other States/Territories Agency of the Year.
