The Ghan takes a new direction in fresh spots via Clems BBDO Adelaide and viral sensation ‘Pogo’

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Ghan1.jpgGreat Southern Rail has engaged Clemenger BBDO Adelaide to create a campaign that shows The Ghan in a new light, highlighting the rich holiday experience of travelling on the iconic train.

Says Steve Kernaghan, Great Southern Rail director of marketing, sales and distribution: “We wanted this campaign to look distinctly different from our previous advertising and for that matter, from every other travel commercial in Australia.

Ghan2.jpg“We’re fortunate that The Ghan has a very high level of awareness, but our product has changed a lot in recent years and this campaign is designed to reflect the more contemporary holiday experience that The Ghan now offers.”

To achieve this brief, Clemenger BBDO Adelaide engaged the services of Perth based YouTube sensation “Pogo”. Pogo’s work is wildly popular on YouTube with his Snow White and UP themed videos achieving nearly 8 Million views. He has also worked with Disney, McDonalds, Microsoft, Nickelodeon and Warner Bros.

The production team spent a week on the train capturing the unique experiences and activities that can only happen on this iconic Australian rail journey, and turned them into spectacular vision and beautiful music.

Says Karl Fleet, Clemenger BBDO Adelaide ECD: “It was an exciting process. Pogo (Nick Bertkle) shot it all and edited everything. It was a journey that produced something quite special.”

30 & 60 edits have gone to TV /Cinema and the 2-minute remixes have just been released online. The Ghan remix was picked as video of the day on Youtube and Google+ official facebook pages. In its first 2 days, the video has had over 115,000 views.

Agency: Clemenger BBDO Adelaide

ECD: Karl Fleet

Producer: Yvonne Karabatsos

Art Director: Oliver Prenton

Copy writer: Matt O’Grady

Account Director: Bryce Coombe

Account Coordinator: Cait Foxwell

Director:  Nick Bertke

Production Producer Garry Pickford

Production Company: Pogomix

Anna Booth – Marketing Manager

Steve Kernaghan  – Director of Sales & Marketing