Australian experiential tourism group, Journey Beyond has unveiled a new integrated campaign ‘Are you ready to Journey Beyond?’, created by independent agency Town Square, launching alongside its return as a major broadcast partner of Nine’s Summer of Tennis.
The brand-led campaign takes audiences from centre court to the Red Centre, inspiring Australians to plan their next travel adventure.
Journey Beyond is once again using the Australian Open to showcase the breadth and depth of its 20 brands across Australia and New Zealand which includes The Ghan, Cruise Whitsundays, Sal Salis Ningaloo Reef.
While Journey Beyond is known for where it takes travellers and how they get there, ‘Are you ready to Journey Beyond?’ shifts the focus to what truly makes the experience meaningful, its people. The new platform features Journey Beyond crew front and centre, delivering the call to action themselves and bringing to life the belief that ‘how’ you experience something can be just as important as ‘what’ you experience.
The creative is a celebration of how good it feels to travel with Journey Beyond. From subtle, intimate moments to spectacular shared experiences, it captures the unexpected moments of joy created by the Journey Beyond crew, whose genuine warmth, camaraderie and expertise leave a lasting impression long after the journey ends.
The work is brought to life with the unmistakable energy of INXS’ New Sensation, a track that embodies the feeling of travelling with Journey Beyond and turns ‘Are you ready’ into an emotive, energised invitation to go.
“Journey Beyond makes every moment extraordinary. We know that travel is more than a destination. It’s the people you meet, the experiences you share and the moments that linger long after you’ve returned home,” said Justine Lally, executive general manager of marketing at Journey Beyond.
“Travel isn’t about ticking destinations off a map. It’s grounded in expertise delivered with a genuine smile and filled with the unexpected along the way, it’s the way we Journey Beyond.”
“For Journey Beyond, it’s never just about the destination, it’s about how the experience is delivered. This campaign celebrates the people who bring Journey Beyond to life every day, and the unexpected moments of joy they create along the way. By letting the crew deliver the call to action, ‘Are you ready to Journey Beyond?’ becomes more than a tagline, it’s a genuine invitation that reflects how it feels to travel with Journey Beyond,” added Danielle Moeller, Town Square founder.
The campaign will run across TV, sponsor billboards and broadcast integrations throughout the Summer of Tennis, including Nine Radio and Wide World of Sports coverage across Brisbane, Sydney, Melbourne and Perth, as well as in print and social media.
Credits:
Client: Journey Beyond
Executive General Manager, Marketing: Justine Lally
Group Manager, Marketing: Kirsty Gunn
Creative Agency: Town Square
Executive Creative Director: Brendan Day
Design Director: Luke Henley
Copywriter: Samuel Nicolaci
Art Director: Peter Crawford
Video Editor: Jimmy Walker
Head of Production: Anna Morris
Production Assistant: Cameron Baker
Senior Account Director: Rochelle Vaisanen
Account Manager: Georgia Papamichael
