Journey Beyond is launching its first-ever brand-led campaign during the Paris 2024 Olympics. The campaign will highlight its 16 brands and 200 experiences, driving awareness and excitement for Australian travel in the lead-up to the Brisbane 2032 Olympics.
The national campaign aims to bring Australia together through the essence of Journey Beyond’s manifesto and guest promise, “we go further, to take you beyond.”
The initiative showcases what Journey Beyond offers as “unparalleled access” across its 16 brands and 200 unique experiences, aiming to drive greater awareness of its role as the curator of Australia’s most memorable and iconic travel experiences.
“This is an exciting opportunity to cement our position as the leaders in Australian experiential tourism,” says Justine Lally, Executive General Manager of 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 Australian 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,” said Ms Lally.
Significant investment has gone into the integrated campaign strategy, ensuring awareness and excitement of Journey Beyond’s portfolio. A series of television spots will run throughout Nine’s coverage of the Olympics, leveraging Journey Beyond’s iconic hero brands, including The Ghan, Outback Spirit, and Sal Salis. Campaign extensions across print, social, and digital platforms will support this.
“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. We want Australia to know that, too. We are proud to be building that association with Journey Beyond.”
Special offers on hero products will run alongside the campaign, further incentivising Australian travel and helping drive more enquiries for the trade.
The Ghan
The Ghan is an Australian icon, offering more than a train journey—it’s a multi-day, all-inclusive experience that takes guests into the heart of Australia. Guests can now 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 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 Journey Beyond Rail.
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 relationships with Traditional Owners, Outback Spirit has unsurpassed access to regions other tour operators can’t reach.
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 booking 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
Or explore forests, wine, and wildflowers on Outback Spirit’s all-inclusive Gems of the South West tour. Prices start from $5,295, which includes return economy airfares and savings of $700.
Learn more at Outback Spirit Tours.
Sal Salis
Nestled on the sand dunes of Cape Range National Park, Sal Salis is an intimate and all-inclusive eco-luxury stay. With the’ Stay 3 Pay 2′ offer, guests can now enjoy an extended stay with greater value.
- 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 the offer
A stay at Sal Salis starts from $1,495 per person per night or $1,790 per couple per night.
Learn more at Sal Salis.
For more information, head to www.journeybeyond.com
