Journey Beyond, Australia’s leading experiential tourism group, together with Tourism and Events NT, launches a bold new campaign that will take over Melbourne, inviting audiences to venture north and experience the magic of the NT and Red Centre.
At its centre is a fully wrapped tram with The Ghan’s iconic red locomotive. The Ghan tram will traverse Melbourne during one of the city’s most vibrant periods, coinciding with the Formula 1 Grand Prix, Melbourne International Comedy Festival, Melbourne Food & Wine Festival and Fashion Week. Significant investment has gone into the campaign which runs over eight weeks from 23 February to 19 April, and the campaign is amplified through digital and trade activity.
Alicia Triggs, Executive General Manager Sales and Partnerships at Journey Beyond, said “This wonderful partnership is an important step in welcoming even more travellers to a place that sits at the very heart of our Journey Beyond portfolio.”
“The Ghan plays a significant role in our connection with the NT, an iconic rail journey shaped by nearly a century of history, and this campaign aims to inspire Melbourne audiences to consider the journey for themselves, encouraging them to look north and discover the NT in all its extraordinary beauty,”
The NT is capturing travellers’ imaginations. Year after year, more travellers are choosing it as their must-visit destination, with record numbers travelling on The Ghan or discovering the region through Outback Spirit holiday packages.
Staci Mellman, Tourism and Events NT Chief Marketing Officer, hoped the campaign would inspire travellers of all ages to choose the NT as their next holiday destination.
“We’re excited to partner with Journey Beyond on this striking new campaign, which brings the spirit of the NT right into the heart of Melbourne,” she said.
“The Ghan is one of the world’s most iconic rail journeys, and this activation shines a spotlight on the remarkable experiences awaiting travellers in the Red Centre and across the Territory. With our dramatic landscapes, rich cultural heritage and extraordinary experiences found nowhere else in the world, a journey through the NT, especially as part of an adventure aboard The Ghan, is truly unforgettable. We hope this campaign inspires travellers of all ages to visit the Territory for their next holiday.”
The campaign highlights The Ghan’s new northbound itinerary in 2027 which has been extended to a three-night, four-day experience, bringing it in line with the popular Ghan Expedition southbound itinerary.
The Ghan’s iconic passage through the centre of Australia includes stops in Alice Springs and Katherine for Off Train Experiences that showcase the landscape, culture and spirit of the outback before arriving in the lush, tropical Top End with more moments to savour and more stories to uncover.
There are also plenty of moments of magic as guests can explore the NT with Outback Spirit’s immersive small group itineraries including the Ultimate Territory Tour, Red Centre Spectacular and Top End Explorer holiday packages.
Ultimate Territory Tour, 15 days
If your dream is to see the best of the Australian outback and immerse yourself in the heart of it with hands-on experiences, this is the ultimate escape. It doesn’t come any better than travelling on The Ghan, exploring Uluṟu-Kata Tjuṯa National Park, cruising the incredible gorges in Nitmiluk National Park and exploring Litchfield and Kakadu national parks, all in one sensational journey through the nation’s heartland.
Red Centre Spectacular, 11 days
Immerse yourself in the NT’s natural wonders on a journey by train and small-group outback touring. On this 11-day adventure, witness some of Australia’s most remarkable landscapes and icons such as World-Heritage listed Uluṟu-Kata Tjuṯa National Park, Nitmiluk National Park, and Tjoritja / West MacDonnell National Park.
Top End Explorer, 8 days
Connect with culture and country by combining two iconic national parks with one legendary rail journey. You’ll experience Australian wildlife in their natural habitat and visit incredible remote landscapes as you explore Australia by train on The Ghan, before continuing to Litchfield and Kakadu national parks for deeper exploration of the Top End’s diverse natural habitats.
“Now is the time for your clients to secure their NT adventure, with Advance Purchase pricing available on bookings for the recently opened 2027 season, and 2026 selling fast. We look forward to working with our trade partners to show them how they can get involved and leverage this activity. I encourage you to reach out to the Business Development team to explore opportunities,” Triggs added.
There’s no better way to experience the NT and Red Centre than by train, and now is the time to secure your place in 2027.
Trade partners can download trade assets to maximise and support the campaign including social tiles, flyers and eDM headers via the Journey Beyond Experience Hub. Please contact your local Journey Beyond Business Development Manager for questions or training opportunities.
Images | https://journeybeyond.canto.global/b/LKM40
