Luxury cruise line repositions repositions brand to cut through, via Today The Brave
Luxury cruise brand TRUE NORTH has unveiled its most significant brand platform refresh in decades, with a launch campaign via Today The Brave.
‘Life’s Different After’ hopes to help TRUE NORTH differentiate itself in a competitive cruise market, completely reimagining the customer experience across every touchpoint, while maintaining its heritage.
With guests describing a trip with TRUE NORTH as ‘life-chasing’, Today The Brave used that to influence the campaign.
“We spent a lot of time speaking to guests and understanding how people were affected by the experience on board,” said Jade Manning, creative partner at Today The Brave.
“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 agency’s head of media, Jacqui Capel, added: “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.”
For the first time, the brand is engaging in the out-of-home space, with ‘Life’s Different After’ running across large format outdoor displays, specifically near airports. It is also engaging with Spotify, to create binaural experiences in audio.
“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,” said TRUE NORTH’s director, Chad Avenell.
“Today the Brave was able to capture this sentiment, building upon the momentum we’ve gained throughout our partnership over the past 12-months.”
Credits:
Creative Agency: Today the Brave
Sound and Music: Mosaic Sound and Music
Editor: Kelly Searancke
Colourist: Greg Constanaras
DOP/ Photographer: Oliver Oldroyd
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Lauren McNamara is a journalist at Mumbrella, covering the creative and PR beat. She joined in November 2022 as editorial assistant, after completing a Bachelor of Communications (Journalism) at UTS.
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