TRUE NORTH launches new ‘Life’s Different After’ brand platform via Today the Brave

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. 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.

Says Jade Manning, creative partner, Today the Brave: “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.”

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.

Says Jacqui Capel, head of media, Today the Brave: “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.”

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.

Says Chad Avenell, director, TRUE NORTH: “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.”

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.

Listen to the radio:

Creative Agency: Today the Brave
Sound and Music: Mosaic Sound and Music
Editor: Kelly Searancke
Colourist: Greg Constanaras
DOP/ Photographer: Oliver Oldroyd