Journey Beyond, Australia’s leading experiential tourism group is launching its first ever marketing campaign anchored in a national media opportunity that brings Australia together: the Paris 2024 Olympics.
The campaign concept is centred on the essence of Journey Beyond’s manifesto and guest promise, ‘we go further, to take you beyond.’ It speaks to the unparalleled access Journey Beyond has across its collection of 16 brands and 200 unique experiences with an aim to drive greater awareness of Journey Beyond as the curator of Australia’s most memorable and iconic travel experiences, highlighting the breadth and depth of the group.
But to truly cherish what’s there, to uncover the magic of our most
profound places, you need a travel partner that goes further to
take you deeper. Where the destination doesn’t define the journey,
it’s just a starting point for all the special moments to come.
Journey Beyond
We go further,
to take you
beyond.
“This is an exciting opportunity to cement our position as the leaders in Australian experiential tourism,” says Justine Lally, Executive General Manager – Marketing at Journey Beyond. “All eyes will be on Australia’s home-grown sporting talent as they take the Olympics world-stage. Audiences back home will be passionately cheering them on, igniting a heightened sense of pride and passion for Australia. We’re here to turn that excitement for Australian athletes into excitement for Australia travel, reminding them how big and beautiful this country is, and how dedicated Journey Beyond is, to go beyond the ordinary and deliver exceptional experiences.”
Significant investment has gone into the integrated campaign strategy, ensuring awareness and excitement of Journey Beyond’s portfolio. A series of television commercials will run across the entire duration of Nine’s coverage of the Olympics, leveraging Journey Beyond’s iconic hero brands including The Ghan, Outback Spirit and Sal Salis. This will be supported by campaign extensions across print, social and digital for all of Journey Beyond’s portfolio of brands.
“Now that Journey Beyond has returned to being a free-standing company, we are looking at future growth and expansion,” explains Chris Tallent, Chief Executive Officer of Journey Beyond. “We know that a Journey Beyond experience delivers special and unique access, an authentic and more immersive experience and extraordinary service, and we want Australia to know that too. We are proud to be building that association with Journey Beyond.”
Special offers will run alongside the campaign on hero products, further incentivising Australian travel.
The Ghan
The Ghan is an Australian icon – and rightly so. It’s more than a train journey, it’s a multi-day all-inclusive experience that takes guests right into the heart of Australia to see, learn and experience the outback. Now guests can book a Discover city-stay package for free, offering a 3-night stay with touring inclusions in Adelaide or Darwin.
- Offer available now until 21 September 2024
- Travel available throughout the entire 2025
- Available on Discover Adelaide or Discover Darwin packages
Experience Australia by train on The Ghan with Everyday Fares starting from $3,390 per person twin share. Learn more at www.journeybeyondrail.com.au
Outback Spirit
Outback Spirit is Australia’s most experienced small-group 4WD touring operator taking guests deep into the outback. Every tour is all-inclusive, and with strong relationship with Traditional Owners, Outback Spirit has unsurpassed access to take guests into regions other tour operators simply can’t go. In 2024, explore Australia’s South West with Outback Spirit’s 8-day Gems of the South West tour. Save $700 on the tour fare and receive free return airfares when guests book any of the remaining 2024 tour dates.
- Book and travel on departures in November and December 2024
- Fly Free offer valid for new bookings in 2024
- Offer includes return economy airfares up to the value of $1,500 per person
- Savings of $700 per person are reflected in the tour fare
Explore forests, wine and wildflowers on Outback Spirit’s all-inclusive Gems of the South West tour. Prices start from $5,295 which includes a savings of $700 and return economy airfares. Learn more at www.outbackspirittours.com.au
Sal Salis
Nestled on the sand dunes of Cape Range National Park, Sal Salis is an intimate and all-inclusive eco-luxury stay as nature intended. Guests can now enjoy an extended stay with greater value with the ‘Stay 3 Pay 2’ offer.
- Offer available now until 31 August 2024
- Travel between August-November 2024
- Minimum 3-night stay required to receive 1 night free
- Use code WINTERS3P2 to receive offer
A stay at Sal Salis starts from AUD $1,495 per person per night, or AUD $1,790 per couple per night. Learn more at www.salsalis.com.au
