A small but mighty exploration in tone of voice
The background
Aurora Expeditions is an Australian-owned and Australia-based cruising company and one of the pioneers in small-ship expedition cruising. From exploring the polar regions of the Antarctica and the European Arctic, to Australia’s Kimberley Coast, Aurora Expeditions is known for its intimate, small-group approach to pioneering travel.
The challenge
As Aurora geared up for significant business growth, they had a fundamental question: how do we grow big, but maintain small business values?
Brand positioning exploration
Tone of voice exploration
Copywriting - website and brochures
The result
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.