Tag: Town Square

Australia – Travel experience Journey Beyond is bringing the iconic experience of The Ghan to the heart of Melbourne this summer, with an immersive activation and accompanying integrated campaign from creative agency 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 the legendary landscapes of Australia’s outback.

Taking advantage of one of Melbourne’s busiest times during the Australian Open, the activation recreates the magic of The Ghan, one of the world’s most revered train journeys. Outside, visitors will be greeted by a façade inspired by The Ghan’s iconic exterior. Inside, a two-minute experience, crafted in collaboration with Boom Studios and Finch, offers a captivating taste of the three-day adventure that takes guests from Darwin to Adelaide.

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 also 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. In addition to its broadcast sponsorship, Journey Beyond will 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 to connect with Australian and international visitors alike.

Brendan Day, executive creative director at Town Square, 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.”

Meanwhile, Justine Lally, executive general manager, marketing at Journey Beyond, commented, “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. 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.”

Melbourne, Australia – Creative agency Town Square crafts a new brand platform and integrated campaign for one of Australia’s leading travel and experience companies Journey Beyond to bring awareness about iconic rail journeys in Australia whilst inspiring tourists to visit the country.

Titled ‘Australia by Train’, this brand platform features iconic onboarding experiences of travellers who are riding the trains of The Ghan, Indian Pacific and Great Southern – which are included in the company’s portfolio of tour, cruise and destination brands – whilst showcasing tourist spots and activities that can be experienced in Australia.

The brand platform also encourages travellers to book reservations for the three train services to experience the memorable train journeys.

Brendan Day, creative director at Town Square, said that the brand platform shows a relevant and distinctive narrative that makes it different from other tourism products.

“This was about capturing the romance of a bygone era and the nostalgia that comes from it, but like the trains, always pushing forward in a progressive, considered and stylised way,” Day added.

Meanwhile, Justine Lally, general manager of marketing at Journey Beyond, said that she’s proud of the launching of Australia by Train integrated campaign.

“The trains are Australian icons and being able to evolve the brand to engage even more Australians and overseas visitors is incredibly exciting. I can’t wait to share more of what these trains have in store,” she added.

Other works from the brand platform will run nationally across television, print, OOH, online and social.

Australia – Australia-based independent creative agency Town Square has announced Wednesday that leading airline company Qatar Airways and its destination management subsidiary, Discover Qatar have procured its services to launch a global marketing campaign, specifically two of them.

The campaigns will target people traveling through Doha’s Hamad International Airport encouraging them to stopover on their journey and discover what Qatar has to offer, which is slated to be the host country for the world cup in 2022.

Town Square has recently achieved a distinction in travel marketing, having bagged the awards Advertising Agency of the Year at media outlet Mumbrella’s 2020 Travel Marketing Awards. It has also been awarded Ad Campaign of the Year for the campaign “Made of Balarat,” which implores locals to explore the city of Balarat in Victoria, Australia.

Town Square Founder and Director Danielle Moeller said, “We’re honored and delighted to be partnering with two world-leading organizations, Qatar Airways and Discover Qatar. Qatar is one of the most exciting and innovative countries right now, and with the 2022 World Cup on the horizon, the world is soon going to turn its attention to Qatar and discover what we already know, that it is a truly special place.”

“This is a major win for Town Square and reaffirms our strength in tourism and destination marketing. It provides us with amazing opportunities to showcase the depth of our creative and strategic capabilities as we drive to be recognized as one of Australia’s leading independent agencies,” added Moeller.

Meanwhile, Qatar Airways’ Senior Vice President Steve Reynolds said, “I know first-hand the strength that the whole team at Town Square has at using robust consumer insights and category-defying creativity to help drive businesses success. We’re excited about our partnership and how it can drive growth in visitation to Qatar.”

Town Square shared that it has already started working on projects for the company which will be launched later this year. 

Qatar Airways is the ‘World’s Best Business Class’ in 2019. Currently, it operates a modern fleet of more than 250 aircraft connecting travelers to more than 160 destinations around the world.