Its most significant brand platform refresh in decades.
TRUE NORTH has unveiled Life’s Different After, the most significant brand platform update for luxury travel brands in decades through independent, full-service agency Today the Brave.
TRUE NORTH’s new brand positioning was designed to differentiate its product in the competitive cruise market. The brand positioning reimagined the CX experience at every touchpoint, while maintaining its existing heritage as an adventure cruise specialist.
The idea for the Life’s Different After platform came from understanding guests’ experiences after a stay on board a TRUE NORTH cruise.
“We spent a lot of time talking to passengers and understanding how they were affected by the experience on board. It was clear that this was something that lasted long after the journey had ended. ‘Life is different afterwards’ seemed to sum up the magic of a trip to the true north,” said Jade Manning, Creative Partner at Today the Brave.
With TRUE NORTH now operating two smaller vessels in Australia, Indonesia and Papua New Guinea, the company is offering its most popular itineraries at a higher volume, requiring it to drive cabin sales to new and existing customers over a 24-month outlook period.
Today, Brave’s head of media, Jacqui Capel, said domestic travel is booming and it takes a high-impact media approach to reach consumers.
“We are pushing TRUE NORTH into new strategic territories, which we can only do because of the trust and partnership we have developed with Chad and the team,” she said.
Currently in market, Life’s Different After is being delivered in large format outdoor, the first time the brand has played in this space, including airport advertising to attract affluent travelers, Spotify placements that create binaural audio experiences and a range of high-impact digital executions.
TRUE NORTH Director Chad Avenell said life after an immersive TRUE NORTH experience will never be the same.
“Your perspective on the world changes and the small, ordinary things in life take on a whole new meaning. Today, Brave was able to capture that feeling, building on the momentum we’ve gained throughout our partnership over the past 12 months,” he said.
Today, Brave has been working with TRUE NORTH since June 2023, with the partnership born from the ambition to expand the luxury adventure brand’s reach to an international audience of luxury travelers, while increasing investment in the domestic market.