True North ramps up awareness of new low price proposition

National free-to-air TVC to push promotion of TRUE NORTH II

True North is conducting a brand awareness campaign on national free-to-air TV to assist with promoting the introduction of TRUE NORTH II to its fleet in 2023. The television commercial (TVC) is airing in prime-stop slots in news bulletins on the Australian east coast.

As flagged in LATTE in early November, True North is returning its original vessel, launched in 1999, back to the local market. Having operated in Indonesian waters as a surfing charter ship for many years as RATU MOTU, the 11-berth vessel will be relaunched locally from March as TRUE NORTH II, and offers a more intimate experience for 22 guests, versus 36 guests of its fleet-mate.

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The 30-second commercial utilises strong visuals showcasing the stunning rugged coastline, cliffs and waterfalls of the Kimberley region, and the company’s expedition boats and helicopter flights.

“Choose TRUE NORTH or TRUE NORTH II. Now, there’s an adventure for everyone,” the ad states.

Brand Director at True North, Peter Trembath, said the Broome-based adventure cruise operator has used free-to-air TV for previous campaigns but does not advertise regularly.

“Free-to-air was considered appropriate in this instance (and perhaps going forward) because of the broader appeal associated with TRUE NORTH II’s lower price point,” Trembath told LATTE.

View the commercial on YouTube at the link above.

According to True North’s website, the first voyage for the rebadged TRUE NORTH II will be a 10-day West Coast Explorer from Fremantle to Karratha, departing on 23 March 2023.

True North is a member of the Luxury Lodges of Australia.

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