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. A fundamental shift for TRUE NORTH, the brand positioning completely reimagined the CX experience at every touchpoint, while maintaining its existing heritage as adventure cruising experts.
The idea for the “Life’s Different After” platform was born from understanding the experiences guests have after a stay on a TRUE NORTH cruise, as immersive experiences are truly life-changing.
Jade Manning, Creative Partner at Today the Brave, explains: “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 would last long after the journey had ended. ‘Life is different afterwards’ seemed to sum up the magic of a True North journey.”
Regarded as one of Australia’s most iconic and awarded tourism experiences, the luxury travel brand has been delivering life-changing and transformative adventure travel experiences to the world’s most discerning travellers since 1987. With TRUE NORTH now operating two smaller ships in Australia, Indonesia and Papua New Guinea, the company is offering its most popular itineraries at a higher volume, driving cabin sales to new and existing guests over a 24-month outlook period.
Jacqui Capel, Head of Media at Today the Brave, said: “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.”
Currently in market, ‘Life’s Different After’ is being delivered in large format outdoor, the first time the brand has been featured in this space, including airport advertising to attract affluent travellers, Spotify placements that create binaural audio experiences and a range of high-impact digital executions.
Chad Avenell, Director of TRUE NORTH, 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, the Brave was able to capture that feeling, building on the momentum we’ve gained throughout our partnership over the past 12 months.”
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.
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Creative agency: Today the Braves
Sound and Music: Mosaic Sound and Music
Editor-in-Chief: Kelly Searancke
Colorist: Greg Constanaras
Director of Photography/Photographer: Oliver Oldroyd