Journey Beyond has launched a new integrated brand campaign, ‘Are you ready to Journey Beyond?’, created by independent agency Town Square, marking its return as a major broadcast partner of Nine’s Summer of Tennis.
Rolling out nationally, the campaign uses the Australian Open as a cultural launchpad, taking audiences from Centre Court to the Red Centre and positioning Journey Beyond as a leader in iconic, experience-led travel.
From tennis courts to the outback
The campaign showcases the scale of Journey Beyond’s portfolio, spanning more than 20 travel brands across Australia and New Zealand.
These include flagship experiences such as The Ghan, Cruise Whitsundays and Sal Salis Ningaloo Reef.
While the group is well known for where it takes travellers and how they get them there, the new platform deliberately shifts focus to the people delivering the experience.
Journey Beyond crew members appear front and centre, delivering the campaign’s call to action themselves and reinforcing the idea that how an experience is delivered is just as important as the destination.
Putting people at the heart of the journey
The creative leans into small, intimate moments alongside big, shared experiences, highlighting the warmth, expertise and camaraderie of Journey Beyond staff.
The aim is to show how those human interactions shape memories that last long after the journey ends.
Soundtracked by INXS’ New Sensation, the campaign plays on the lyric “Are you ready” as an emotive invitation to travel, using the track’s energy to mirror the feeling of a Journey Beyond experience.
Justine Lally, executive general manager of marketing at Journey Beyond, said: “Journey Beyond makes every moment extraordinary.
We know that travel is more than a destination. It’s the people you meet, the experiences you share and the moments that linger long after you’ve returned home.
“Travel isn’t about ticking destinations off a map. It’s grounded in expertise delivered with a genuine smile and filled with the unexpected along the way, it’s the way we Journey Beyond.”
A platform designed to scale across channels
Town Square founder Danielle Moeller said the campaign was designed to reflect the lived reality of travelling with Journey Beyond.
“For Journey Beyond, it’s never just about the destination, it’s about how the experience is delivered,” Moeller said.
“This campaign celebrates the people who bring Journey Beyond to life every day, and the unexpected moments of joy they create along the way.
“By letting the crew deliver the call to action, ‘Are you ready to Journey Beyond?’ becomes more than a tagline, it’s a genuine invitation that reflects how it feels to travel with Journey Beyond.”
The campaign will run across television, sponsor billboards and broadcast integrations throughout the Summer of Tennis, alongside Nine Radio and Wide World of Sports coverage in Brisbane, Sydney, Melbourne and Perth.
It will also be supported by print and social media activity.