Life’s Different After is an interesting proposition. It suggests a wonderful experience without the icky superlatives that travel advertising seems to love. Life‘s Different After is the new brand platform luxury travel brand. True North, and its most significant brand platform refresh in decades.
The idea comes from agency, Today the Brave. The brand positioning has been designed to differentiate the product in the competitive cruise market. In a fundamental shift for True North, the brand positioning has completely reimagined the CX experience across, while maintaining their existing heritage as the adventure cruising experts.
“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,” statedJade Manning, creative partner, Today the Brave.
The campaign coincides with True North now operating two small ships across Australia, Indonesia and Papua New Guinea, allowing it to provide the brand’s most popular itineraries at a higher volume and resulting in a need to drive sales of cabins among new and existing customers for a forward-looking 24-month period.
“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,” noted Jacqui Capel, head of media, Today the Brave.
The full campaign is running in large format outdoor, the first time the brand has played in this space, including airport advertising to capture HNW travellers, plus Spotify placements that create binaural experiences in audio and a range of high-impact digital executions.
“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,” statedChad Avenell, director, True North.
