Luxury travel brand, True North, has unveiled its most significant brand refresh in decades, launching new brand platform, 'Life’s Different After'.

The platform was launched via independent, full-service agency, Today the Brave, and is designed to differentiate True North in the increasingly competitive cruise market.

The new brand positioning has reimagined the customer experience across every touchpoint, while maintaining True North's heritage as adventure cruising experts. The 'Life’s Different After' platform was developed from understanding guests’ experiences following a True North cruise, which were found to be life-changing.

"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," said Creative Partner at Today the Brave, Jade Manning.

True North has been providing transformational adventure travel experiences since 1987 and now operates two small ships across Australia, Indonesia and Papua New Guinea. The brand is looking to drive sales of cabins among new and existing customers for a forward-looking 24-month period.

'Life’s Different After' is running across Large Format Outdoor, including Airport Advertising, Spotify placements and a range of high-impact digital executions. Today the Brave has been working with True North since June 2023, with the aim to spread the luxury adventure brand’s reach to an international audience of luxury travellers, while also increasing investment in the domestic market.

"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," said Head of Media at Today the Brave, Jacqui Capel.

Director at True North, Chad Avenell, 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."