Most Aussies would say they love our coastline. They’ve driven it, holidayed along it, and they flock to the beaches every time the warm weather kicks in. But there is so much more to the Australian coast than most Aussies have seen. That’s because most haven’t seen it from its best vantage point – the ocean. Today The Brave and luxury adventure cruise company, True North, are inviting Australian to experience the Aussie coast, not as they know it.
Not the Coast You Know is an interesting twist on classic cruise advertising.The new campaign reframes the coast not as a series of surf breaks and sun lounges, but as a wild, remote, and largely unreachable stretch of land and sea, one that True North has uniquely charted. It also subtly underlines True North’s range of different coast cruises – private boats anchored at remote beaches, conservationist trips to unseen parts of the Great Barrier Reef, as well as close encounters with seals, whale sharks and dugongs.
Not the Coast You Know builds on the success of the brand’s Life’s Different After platform. It’s a new chapter for the brand as it continues to grow its local presence and challenge the expectations of Australian travel.
“We’re really excited to challenge Aussie expectations of what our coastline really looks like and what it has to offer. We’re proud of this next iteration of our Life’s Different After campaign, as we take on category tropes in a more human and artistic way,” stated Kate Idle, senior art director at Today the Brave.
The launch film contrasts the coast Aussies think they know with the one True North reveals – pristine beaches to unexpected adventure experiences, for example, much like photographs in a traveller’s slide show. In digital digital and social, gorgeous, unexpected photography is captioned with headlines confirming that this is not the coast people know.
“After almost four decades exploring this coastline, I can say with certainty: most Australians have no idea what’s really out there. We’ve built an idea of coastal travel that’s safe and familiar, but the real coast, the one we see from the water, and by helicopter is something else entirely. It’s raw, remote and completely unexpected. This campaign is about inviting Australians to rethink what travel here can look like, and showing them a version of the coast that’s far beyond the everyday,” stated Chad Avenell, general manager and director at True North.
The full campaign covers digital video, programmatic and social, with placements across Kargo, Seedtag, News Corp, The Guardian and Qantas channels and is supported by a suite of video assets in multiple formats including 30”, 15”, and 6” across 16:9, 9:16, 1:1 and 4:5.
