7 January 2015
Great Southern Rail, operator of The Ghan, Indian Pacific and The Overland trains, has launched a new brand campaign encouraging travellers to “Journey Beyond”.
A year in the making, the “Journey Beyond” brand positioning draws inspiration from the vibrant scenes and soul-stirring moments that come with exploring Australia’s most striking and remote destinations.
A new TV commercial, premiering on 11 January, spearheads the campaign which will also be rolled out across print, cinema and online.
The commercial showcases 12 stunning Australian destinations accessible by The Ghan and Indian Pacific trains including the sheer cliffs of Katherine Gorge, the picturesque Blue Mountains, well-worn camel tracks at Alice Springs, Coober Pedy’s underground caves and lush Barossa Valley vineyards.
Recent customer research indicated that while travellers sought to connect with the Australian Outback, they were often discouraged by the time and effort necessary to reach multiple remote areas across a continent as vast as Australia.
Great Southern Rail Director of Sales, Marketing & Distribution Steve Kernaghan said “Journey Beyond” was about communicating The Ghan and Indian Pacific’s ability to merge the simplicity of an ‘unpack-once’ holiday with the adventure of visiting a range of destinations well beyond the city limits.
“The Outback is a rite of passage, something every Australian must do. It is expansive, dramatic and beautiful. There is a sense of mystery to it and that’s what we can offer – a way to journey beyond people’s expectations. We take people beyond the horizon to explore this vast country in style,” Kernaghan said.
“We welcome you to step off the train in the middle of nowhere to witness an Outback sunrise. You can dig for opals, take a river cruise, linger over a long lunch, board a scenic flight to Uluru – your holiday is only limited by your own imagination and sense of discovery.
“Our goal is to show the diversity and wonder of Australia. The Ghan and Indian Pacific can give you a total experience in three days in comfort and style, which is the magic of rail. It’s an experience we’re passionate about bringing to people.
“We’re very proud of the campaign and look forward to hearing how prospective travellers feel about it.”
Logos for The Ghan, Indian Pacific and the Adelaide-Melbourne service, The Overland, have been refreshed in line with the new brand positioning.
The logos retain the iconic faunal emblems – The Ghan’s camel, the Indian Pacific’s wedge-tail eagle and The Overland’s emu – but are reinvented in a classic, cleaner format.
Great Southern Rail introduced all-inclusive fares in 2012, allowing guests to take advantage of private accommodation, high-quality regional dining, complimentary beverages and their selection of Off Train Excursions and Short Stops.