As a broadcast sponsor across Nine’s summer of tennis and the first Grand Slam of the year, 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.

Taking advantage of one of Melbourne’s busiest times during the Australian Open, the activation recreates the magic of The Ghan, one of the world’s most revered train journeys. 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.

Going beyond just visuals of the train, 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. While 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 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. Plus, an outside broadcast and competition with 3AW, BVOD, OOH, print, radio, digital, social media, and live event coverage will connect with Australian and international visitors alike.

Brendan Day, Executive Creative Director at Town Square, said: “Everyone has heard of The Ghan, but few have experienced it firsthand. 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, 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 2025. Go check it out.