True North and Today The Brave engaged News Corp Australia’s client strategy and solutions division, Newsamp, to design and execute a nine-month integrated campaign. The objective is to identify and target True North’s audience of high net-worth individuals seeking adventure.
The Newsamp campaign solution, spanning the entire sales funnel, is crafted to assist consumers in “finding their True North” and distinguishing the brand within the adventure tourism sector, despite competition from well-funded players.
The multi-platform campaign reexamines the adventure tourism category, featuring custom content, adaptive video, interactive shoppable video, and impactful media across the News Prestige Network brands, including The Australian and Travel + Luxury.
Chad Avenell, director of True North, expressed his enthusiasm to launch the company’s first media campaign, highlighting its curated, activity-based itineraries designed for discerning travellers,”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’s founding partner, Jaimes Leggett, said, “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.”
Nathan Livingston, head of client strategy and solutions for Newsamp NSW independent agencies, added, “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.”
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