True North believes the coastline is more than beaches and surf

True North has launched a new campaign, Not the Coast You Know, developed with creative agency Today the Brave.

The campaign invites Australians to experience the coastline from the ocean and positions coastal travel beyond beaches and surf by showcasing remote locations accessible only by water.

The luxury cruise line feature activities such as conservation trips to parts of the Great Barrier Reef, private beach visits, and wildlife encounters with seals, whale sharks and dugongs.

“We’re really excited to challenge Aussie expectations of what our coastline really looks like and what it has to offer," said Kate Idle, Senior Art Director at Today the Brave.

"We’re proud of this next iteration of our ‘Life’s Different After’ campaign, as we take on category tropes in a more human and artistic way."

The campaign includes a launch film contrasting familiar coastal imagery with scenes from True North experiences and builds on the Life’s Different After platform.

“After almost four decades exploring this coastline, I can say with certainty: most Australians have no idea what’s really out there," Chad Avenell, General Manager and Director at True North.

"We’ve built an idea of coastal travel that’s safe and familiar, but the real coast, the one we see from the water, and by helicopter is something else entirely. It’s raw, remote and completely unexpected.

"This campaign is about inviting Australians to rethink what travel here can look like, and showing them a version of the coast that’s far beyond the everyday.”

The creative will run across digital video, programmatic and social channels, including placements on Kargo, Seedtag, News Corp, The Guardian and Qantas media. Assets include multiple video formats in 30”, 15” and 6” durations.

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