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.
