Luxury cruise line repositions repositions brand to cut through, via Today The Brave [Video]

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, …