True North unveils ‘Life’s Different After’ platform via Today the Brave

True North - Today the Brave (1)

Jade Manning: “‘Life’s different after’ felt like it bottled the magic of a True North trip.”

True North has unveiled its new brand platform, ‘Life’s Different After,’ in partnership with independent full-service agency Today the Brave.

The luxury cruise line’s brand positioning has been designed to differentiate its product in the competitive cruise market. The agency has reimagined the CX experience while maintaining its existing heritage as an adventure cruising expert.

“We spent a lot of time speaking to guests and understanding how people were affected by the experience on board,” Jade Manning, creative partner of Today the Brave, said. “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.”

The luxury travel brand has been providing adventure experiences for 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.

Jacqui Capel, head of media at Today the Brave and winner of the Media Agency – Independent category at Mediaweek‘s 2024 Next of the Best Awards, 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.”

Today The Brave

Today The Brave

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.

Chad Avenell, director of True North, 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.”

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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