TRUE NORTH's 'Life’s Different After' via Today the Brave

4 July 2024

Creative Agency: Today the Brave

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Its most significant brand platform refresh in decades.

TRUE NORTH has unveiled Life’s Different After, the luxury travel brands’ most significant brand platform refresh in decades via independent full-service agency Today the Brave. 

TRUE NORTH’s new brand positioning has been designed to differentiate its product in the competitive cruise market. The brand positioning has reimagined the CX experience across every touchpoint, while maintaining its existing heritage as the adventure cruising specialists. 

The insight for the Life’s Different After platform was born from understanding guests’ experiences following time aboard a TRUE NORTH cruise.

“We spent a lot of time speaking to guests and understanding how people were affected by the experience on board. It was clear that it was something that lived on long after the trip ended. ‘Life’s different after’ felt like it bottled the magic of a True North trip”, Today the Brave creative partner Jade Manningsaid.

With TRUE NORTH now operating two small ships across Australia, Indonesia and Papua New Guinea, the business is providing its most popular itineraries at a higher volume resulting in a need to drive sales of cabins among new and existing customers for a forward-looking 24-month period. 

Today the Brave head of media Jacqui Capel said domestic travel is booming, and it takes a high impact media approach to cut through with consumers.

"We’re pushing TRUE NORTH into new strategic territories, something we can only do thanks to the trust and partnership we have developed with Chad and the team," she said.

In market now, Life’s Different After is running across large format outdoor, the first time the brand has played in this space, including airport advertising to capture HNW travellers, Spotify placements that create binaural experiences in audio 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 shifts and the ordinary, little things in life have a whole new meaning. Today the Brave was able to capture this sentiment, building upon the momentum we’ve gained throughout our partnership over the past 12-months," he said.

Today the Brave has been working with TRUE NORTH since June 2023, with the partnership stemming from an ambition to spread the luxury adventure brand’s reach an international audience of luxury travellers, while also increasing investment in the domestic market.

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