From January 21 to 27.
Journey Beyond is bringing the experience of The Ghan to Melbourne this summer, with an immersive activation and accompanying integrated campaign via Town Square.
As a broadcast sponsor across Nine’s summer of tennis and the first Grand Slam of the year, Journey Beyond is inviting tennis fans visiting Melbourne to step inside a reimagined Ghan train carriage and embark on a sensory journey through Australia’s outback.
Taking advantage of one of Melbourne’s busiest times during the Australian Open, the activation recreates the magic of The Ghan.
Inside, a two-minute experience, crafted in collaboration with Boom Studios and Finch, offers a taste of the three-day trip to Adelaide from Darwin.
Going beyond just visuals of the train, it replicates real elements of The Ghan, from the window-framed walls, to the all-encompassing rockface of Nitmiluk Gorge and the scents and crunch of the red desert dirt.
The film invites the audience in through POV cinematography, creating a first-person perspective of the journey and the sensation of being a traveller embarking on this adventure for the first time.
The activation is the centrepiece of a broader integrated media campaign, developed by Town Square, that launches Journey Beyond’s 2026 season.
Journey Beyond will also leverage metro and regional TV with 30, 15 and 10-second spots, including an in-show sponsorship and live cross with the Today Show, outside broadcast and competition with 3AW, BVOD, OOH, print, radio, digital, social media, and live event coverage.
Town Square executive creative director Brendan Day said “everyone” has heard of The Ghan, but few have experienced it firsthand.
“This activation invites people to literally hop onboard and feel what it’s like as this legendary journey travels north to south across our iconic Australian landscape,” he said.
Journey Beyond executive general manager, marketing, Justine Lally said this activation is more than just a glimpse into a train journey.
“It’s a celebration of Australia’s breathtaking landscapes and The Ghan’s enduring appeal,” she said.
“We’re thrilled to bring a taste of this iconic experience to Melbourne as part of our broader campaign to capture the hearts and imaginations of travellers worldwide.”
Town Square has worked with Journey Beyond since 2021 and last year launched the company's first masterbrand campaign.
Journey Beyond owns and operates 16 brands across rail expeditions, tours, cruises, camps and lodges and attractions, including The Ghan, The Indian Pacific, Outback Spirit, The Great Southern, Sal Salis, Cruise Whitsundays, Journey Beyond Cruise Sydney, Melbourne Skydeck and Eureka89.
The Ghan Experience is located at Queensbridge Square overlooking the Yarra River along Southbank Promenade and runs from January 21 to 27.
Credits:
Executive General Manager, Marketing: Justine Lally
General Manager, Marketing: Kirsty Gunn
Marketing Manager: Melanie Truman
Agency: Town Square
Executive Creative Director: Brendan Day
Art Director: Peter Crawford
Copywriter: Sam Nicolaci
Producer: Anna Morris
Production Manager: Audrey Pfeiffer
Account Director: Carly Taylor
Account Manager: Georgia Papamichael
Production Company: Finch
MD/Executive Producer: Corey Esse
Director: Michael Hili
Producer: Jackie Adler
DP: Max Walter
Editor: Ian Wallace
Colourist: Marcus Friedlander
Production Design: Boom Studios
Production Designer: Kiel Martyn
