Luxury cruise brand TRUE NORTH has unveiled its most significant brand platform update in decades, with a launch campaign via Today The Brave.
“Life’s Different After” hopes to help TRUE NORTH differentiate itself in a competitive cruise market by completely reimagining the guest experience at every touchpoint, while preserving its legacy.
With guests describing a journey with TRUE NORTH as a “life quest,” Today The Brave used this to influence the campaign.
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“We spent a lot of time talking to customers and understanding how people were affected by the onboard experience,” said Jade Manning, creative partner at Today The Brave.
“It was clear that this journey would last long after the trip was over. Life’s Different After felt like it held the magic of a trip to the True North.”
Jacqui Capel, the agency’s head of media, added: “Domestic travel is booming and it takes a high-impact media approach to reach consumers. We are propelling TRUE NORTH into new strategic territories, which we can only do because of the trust and partnership we have developed with Chad and his team.”
For the first time, the brand is getting involved in the outdoor advertising space, with the broadcast of “Life’s Different After” on large-format outdoor screens, particularly near airports. It is also collaborating with Spotify to create binaural audio experiences.
“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,” said Chad Avenell, Director of TRUE NORTH.
“Today, the Braves captured that sentiment, building on the momentum we have gained throughout our partnership over the past 12 months.”
Credits:
Creative Agency: Today the Braves
Sound and music: Sound and musical mosaic
Editor: Kelly Searancke
Colorist: Greg Constanaras
Director of Photography/Photographer: Olivier Oldroyd
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