Travel company APT has launched a major brand evolution that targets younger Baby Boomers wanting to experience the best in luxury travel.
Coinciding with APT’s telecast sponsorship of the Australian Open on Nine, the brand repositioning via Town Square is the result of extensive research carried out by the full-service independent agency in partnership with APT.
The campaign targets the younger, 55-plus demographic who may have heard of group travel but think it’s for people much older than them.
‘Live Fully’ is the first significant brand campaign for APT in five years and is aimed at couples and solo travellers who are still working or retired.
Integrated across television, cinema, digital, print and social, the spots feature the song “Get Free” by Major Lazer and show a series of moments including the solo traveller, the couple and the girls on tour, all enjoying APT’s luxury travel holidays.
Brendan Day, creative director at Town Square, said: “Live Fully is about those moments when you feel truly alive. They’re rare moments in everyday life, but they’re made possible every day with APT.
“The campaign captures the adventurous spirit and exciting experiences travellers can enjoy with APT.”
Town Square has worked with APT Travel Group for 11 years on APT, Captain’s Choice and Travelmarvel brands.
Client: APT Travel Group
Chief commercial officer: Debra Fox
General manager of marketing: Justine Lally
Creative agency: Town Square
Agency director: Danielle Moeller
Creative directors: Brendan Day and Gareth Davis
Head of production: Anna Morris
Account director: Carly Duckworth
Production company: Pulse Films
Director: Matt Houghton
Producer: David French
Director of production: Nick Morris
Sound production company: Bang Bang Studios
Music production company: Level Two Music
Stills photography: Ben Perry