Today the Brave and News Corp partner on media campaign for True North

Luxury adventure tourism company, True North, has launched its first major media campaign via independent agency Today the Brave.

Today the Brave worked with News Corp Australia, another of its clients, to develop a full-funnel campaign that would differentiate True North from competitors with large budgets.

The campaign leveraged New Corp’s client strategy and solutions division, Newsamp, to design and execute a nine month integrated campaign.

Targeting True North’s audience of high net-worth individuals who “long for adventure”, the campaign encompasses custom content, adaptive video. interactive shoppable video and high impact media running across the News Corp brands, including The Australian and Travel + Luxury,

Of the campaign, True North director Chad Avenell said: “We are delighted to launch our first major media campaign, helping consumers find their True North and discover new ways to recharge and enrich their lives.”

“Today The Brave and Newsamp’s support in telling our story through this highly visual campaign to our target audience is a game-changer for us.”

Today The Brave founding partner, Jaimes Leggett, added: “Today The Brave is excited to partner with True North and Newsamp. We believe that this campaign will showcase the power of brave and meaningful decisions in driving growth, not just for our agency but also for our valued client, True North.”

Newsamp’s NSW independent agencies head of client strategy and solutions, Nathan Livingston commented: “We viewed True North’s distinct offering as an opportunity to stand out, as they have an engaging story that can be told authentically to their hard-to-reach audience. Targeting highly qualified individuals in a saturated market required innovative solutions. Our True North campaign strategy goes beyond highlighting destinations to focus on the consumer experience, emphasising personal growth and transformation as the true value of a holiday.”

The latest work from Today the Brave launches as the agency celebratea its first birthday this week.


Client: True North
Director: Chad Avenell
Marketing Manager: Oli Oldroyd

Agency: Today The Brave
Founding Partner: Jaimes Leggett
Partner: Celia Wallace
Head of Media: Jacqui Capel

Publisher: News Corp Australia
Head of Client Solutions and Strategy: Nathan Livingston
Agency Sales Manager: Matilda Pearl
Strategy Manager: Lucia Ordenes Sanchez
Client Insights Manager: Brenda Cabato
Client Solutions Manager: Thomas Hancock
Group Digital Lead: Eric Swenson


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