Journey Beyond has launched a new integrated brand campaign titled ‘Are you ready to Journey Beyond?’ This initiative, crafted by the independent agency Town Square, marks the company’s return as a major broadcast partner of Nine’s Summer of Tennis. The campaign is set to roll out nationally, leveraging the Australian Open as a cultural launchpad to spotlight Journey Beyond as a leader in iconic, experience-led travel.
Using the grand stage of the Australian Open, the campaign aims to transport audiences from the excitement of Centre Court to the serene beauty of the Red Centre, showcasing the extensive portfolio of Journey Beyond, which spans over 20 travel brands across Australia and New Zealand.
From Tennis Courts to the Outback
The campaign highlights flagship experiences such as The Ghan, Cruise Whitsundays, and Sal Salis Ningaloo Reef. While Journey Beyond is renowned for its destinations and travel methods, this new platform shifts the focus to the people who deliver these experiences. Crew members of Journey Beyond are featured prominently, delivering the campaign’s call to action themselves, emphasizing that the manner in which an experience is delivered is as crucial as the destination itself.
Putting People at the Heart of the Journey
The creative direction of the campaign leans into intimate moments alongside grand shared experiences, showcasing the warmth, expertise, and camaraderie of Journey Beyond staff. The goal is to illustrate how these human interactions create memories that endure long after the journey concludes. The campaign is soundtracked by INXS’ New Sensation, with the lyrics “Are you ready” serving as an emotive invitation to travel, using the track’s energy to encapsulate the essence of a Journey Beyond experience.
Justine Lally, executive general manager of marketing at Journey Beyond, stated,
“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.”
A Platform Designed to Scale Across Channels
According to Town Square founder Danielle Moeller, the campaign was designed to reflect the lived reality of traveling with Journey Beyond. Moeller explained,
“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.”
The campaign will be broadcast across television, sponsor billboards, and integrated into the Summer of Tennis broadcasts, including coverage on Nine Radio and Wide World of Sports in Brisbane, Sydney, Melbourne, and Perth. Additionally, it will be supported by print and social media activities.
Implications and Future Prospects
This strategic move by Journey Beyond represents a significant investment in brand positioning and customer engagement. By emphasizing the human element of travel, the company aims to differentiate itself in the competitive travel industry. The campaign not only seeks to attract new customers but also to deepen the loyalty of existing ones by reinforcing the unique value proposition of Journey Beyond.
As the campaign unfolds, it will be interesting to observe its impact on consumer perceptions and the broader travel market. With the integration of various media channels and the emotional resonance of the campaign’s message, Journey Beyond is poised to strengthen its brand presence and drive growth in the coming months.
In conclusion, Journey Beyond’s latest campaign is a bold step towards redefining travel experiences, placing people and their stories at the forefront. As the world continues to reopen and travel regains momentum, such innovative approaches could set new benchmarks for the industry.
