A small but mighty exploration in tone of voice
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Our collaboration with Aurora Expeditions brought their incredible journeys to life through compelling storytelling and strategic content. We helped shape their brand voice to resonate with adventure seekers, then brought it to life through content and copywriting.
Crafting a distinctive, adventurous brand voice for Aurora Expeditions
Aurora Expeditions is an Australian-owned and Australia-based cruising company and one of the pioneers in small-ship expedition cruising.
Aurora Expeditions is an Australian-owned and Australia-based cruising company and one of the pioneers in small-ship expedition cruising.
As Aurora geared up for significant business growth, they had a fundamental question: how do we grow big, but maintain small business values?
“Brooke’s attitude, attention-to-detail and ability with words is a real strength, as is her skill to articulate her findings.”
— Emma Savage, Marketing Manager, Aurora Expeditions
Strategic brand positioning and a new brand voice
The answer was in an exploration in brand positioning and tone of voice.
The brand positioning recommendations helped Aurora to think small, but act mighty, while the tone of voice exploration – complete with practical examples in travel itineraries – helped articulate exactly how the brand should communicate in the written word.
By focusing their content on the small moments that represent the big experiences the customers will remember, Aurora Expeditions pioneered new ground in connecting with their customers.
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