GroupM’s Wavemaker has been appointed as the media agency for Journey Beyond Group’s full portfolio of Australian travel brands, following a competitive pitch.
Journey Beyond Group is Australia’s leading experiential tourism group, with 13 iconic brands and experiences including Outback Spirit, The Ghan, Indian Pacific, Cruise Whitsundays, and Eureka Skydeck.
Wavemaker’s new remit includes strategy, planning and buying across all channels, including search and programmatic.
Justine Lally, Journey Beyond general manager, marketing and sommunications said: “Our aim is to take our guests beyond, to ignite their imagination and transform the amazing into the breathtaking. We were impressed by Wavemaker’s innovative approach, pairing smart insights and provocative strategic thinking with excellent performance capabilities in search and programmatic. We’re looking forward to working with the Wavemaker team as we emerge from one of the most challenging times the travel industry has seen, for the crucial next stage in the growth of the Journey Beyond business and brands.”
Matt Hofmeyer, Wavemaker Adelaide managing director, added: “Journey Beyond Group is a uniquely Australian travel business. As the travel industry begins rebuilding in preparation for state borders reopening, we’re looking forward to partnering with Journey Beyond to help navigate the everchanging media landscape, finding ways to engage new audiences to experience what Journey Beyond has to offer.”
The appointment is effective from 1 September 2021.
Journey Beyond Group is the latest in a string of new business successes for Wavemaker in Australia including L’Oréal Australia and New Zealand, DoorDash and Bumble.
