The tourism company behind Australia's the Ghan and Indian Pacific train journeys, Journey Beyond, has unveiled its first masterbrand campaign, titled 'We Go Further, To Take You Beyond'.

The campaign was created by Melbourne independent agency, Town Square, and aims to raise awareness of Journey Beyond as the curator of some of Australia's most memorable travel and hospitality experiences.

Journey Beyond owns and operates 16 brands across various tourism sectors, including The Ghan, Indian Pacific, Outback Spirit, The Great Southern, Sal Sails, Journey Beyond Cruise Sydney, Melbourne Skydeck, and Eureka89. The campaign will initially focus on the portfolio of leading names under the Journey Beyond umbrella.

“With extensive experience in bringing Australia’s most iconic experiences to life, we recognise the importance of elevating our own brand in what is a highly competitive tourism sector," Executive general manager of marketing at Journey Beyond, Justine Lally, stated. "This campaign reveals Journey Beyond’s dedication to ensuring our guests' experiences go beyond the ordinary, across all of our businesses, reflecting the breadth and depth of experience within the group, and how Journey Beyond goes further to take its guests beyond.”

Town Square founder, Danielle Moeller, said it's worked with Journey Beyond for a number of years now. "We’re delighted to bring Town Square’s considerable travel and tourism expertise to this project, casting light for the first time on the masterbrand behind some of Australia’s most loved tourism assets.”

The campaign launched on 27 July and will run across TV, including the Olympics on Nine and Nine Now, print, digital, and Journey Beyond’s own channels.

Established in 2017, Journey Beyond employs more than 1,000 people, with 15 offices across Australia.