True North: Life’s Different After

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 their product in the competitive cruise market. A fundamental shift for TRUE NORTH, the brand positioning has completely reimagined the CX experience across every touchpoint, while maintaining their existing heritage as the adventure cruising experts.

The insight for the ‘Life’s Different After’ platform was born from understanding guests’ experiences following time aboard a TRUE NORTH cruise, with the immersive experiences being truly life-changing.

Revered as one of Australia’s most iconic and awarded tourism experiences, the luxury travel brand has been providing life-altering, transformational adventure travel experiences to the world’s most discerning travellers since 1987. With TRUE NORTH now operating two small ships across Australia, Indonesia and Papua New Guinea, the business is providing their 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.

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.