One of travel marketing’s biggest challenges is creating desire for a place people can’t immediately experience. Whether it’s halfway around the world or deep in Australia’s Red Centre, the goal remains the same: turn passive audiences into active dreamers, making them emotionally invested before they’ve even booked a ticket or packed a bag.

At the Mumbrella Travel Marketing Summit in August, Justine Lally, Executive General Manager – Marketing & Product at Journey Beyond, and Town Square’s Executive Creative Director, Brendan Day, will dive into how the magic of one of Australia’s most iconic travel experiences, The Ghan, was brought to life in the heart of Melbourne during the Australian Open.

The twist? You can’t exactly roll a 774-metre, 30-carriage, 1,400-tonne locomotive into the CBD. So, how do you recreate the feeling of a cross-continental rail journey without the train itself?

Find out how we stopped more than 1.1 million people in their tracks with an immersive activation that transported city-goers through Australia’s stunning and iconic outback landscapes… without ever leaving Melbourne.

You can learn more about the Mumbrella Travel Marketing Summit program here. To find out how we could help bring your brand to life, contact Alison now.