TRUE NORTH
Case Study
The Adventure of a Lifetime
2.8x
Aided Brand
Awareness
(HNWI 40-69)
2.3x
Consideration
(HNWI 40-69)
1.6x
Brand Favourability
(HNWI 40-69)
2.1x
Brand Imagery
(HNWI 40-69)
5,600+ leads
Competition on The Australian Plus
The Challenge
How can True North stand out from other adventure brands and how do we make True North destinations more desirable amongst wealthy Australians?
The Insight
A deep desire for continuous learning and personal development sets the high net-worth adventurer apart from other travellers.
The true value of a holiday is what they come back with.
The Idea
There’s no better way to find your True North than through True North.
Utilise a full funnel approach that starts with the core travel interest (adventure) through highly visual formats and content that can tell rich transformative stories, with tested innovation that optimises media, creativity, and content throughout the campaign.
Products Used
For this campaign we executed through these mediums:
ADVERTORIAL
INTERACTIVE VIDEO
PREMIUM NATIVE ARTICLE
COMPETITION
Key Stats
This partnership with News Corp worked incredibly well in building True North’s brand awareness and perception amongst high net-worth individuals (HNWI) 40-69 years with Immersive content pieces delivering far greater impacts than other News Corp content across the full brand funnel.
The consideration-driving content pieces focused on delivering information on the ships and cruise experience that brings together aspects of adventure and luxury. This approach drove continuous conversions amongst the audience.
5,600+ leads
Competition on The Australian Plus
2.8x
Aided Brand
Awareness
(HNWI 40-69)
2.3x
Consideration
(HNWI 40-69)
1.6x
Brand Favourability
(HNWI 40-69)
2.1x
Brand Imagery
(HNWI 40-69)