Tourism company Journey Beyond has teamed up with creative agency Town Square to bring to life The Ghan experience to Melbourne amid the Australian Open as an immersive activation and integrated campaign.
As a broadcast sponsor across Nine’s summer of tennis, 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.
The activation recreates the magic of the train journey. 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.
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 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.
“Everyone has heard of The Ghan, but few have experienced it firsthand,” Brendan Day, executive creative director at Town Square, said. “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.”
Justine Lally, executive general manager of marketing at Journey Beyond, added: “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.”
The Ghan Experience is located at Queensbridge Square overlooking the Yarra River along Southbank Promenade and runs from 21 to 27 January.
Credits
Executive General Manager, Marketing: Justine Lally
General Manager, Marketing: Kirsty Gunn
Marketing Manager: Melanie Truman
Agency: Town Square
Executive Creative Director: Brendan Day
Art Director: Peter Crawford
Copywriter: Sam Nicolaci
Producer: Anna Morris
Production Manager: Audrey Pfeiffer
Account Director: Carly Taylor
Account Manager: Georgia Papamichael
Production Company: Finch
MD/Executive Producer: Corey Esse
Director: Michael Hili
Producer: Jackie Adler
DP: Max Walter
Editor: Ian Wallace
Colourist: Marcus Friedlander
Production Design: Boom Studios
Production Designer: Kiel Martyn