Time To Explore (feat. Pogo)

Client: Great Southern Rail
Media: Campaign, Content, Film, Print

As part of an ongoing rebrand I created a campaign that shows The Ghan and Indian Pacific in a new light, highlighting the rich holiday experience of travelling on the iconic trains.

The Ghan and Indian Pacific are well known as iconic train journeys, but what is not as well known is the rich holiday experience of travelling on both trains: The brilliant food, wine, off-train tours and the diversity in the destinations and sights along the way.

Our strategy was to create a uniquely memorable piece of content that would tell the new, modern holiday experience on and off train. But with so much to discover on both trains, squeezing it all into a 30 second spot was always going to be a challenge. We invited internationally renowned YouTube megastar Pogo to get onboard and help us create a unique music clip that was as surprising as the journeys. Together we created two 30 second TVC’s, two 60 second cinema ads and two longer 2 minute videos for YouTube. The ads have not only helped Great Southern Rail appear more youthful but sales are up too!