One of Australia’s most prestigious tour operators has appointed Cummins&Partners its agency of record after a competitive creative agency pitch. Dentsu Creative and Thinkerbell have previously worked on the account, B&T understands.
Part of the APT Travel Group, APT has built a legacy over nearly 100 years as a global leader in luxury travel, from river cruising and land tours to rail journeys and small ship expedition cruises.
APT chief marketing officer Jason Shugg said: “From our first meeting, we were blown away by Cummins&Partners’ energy and deep understanding of the travel sector. They not only grasped our brand’s unique value but also had a compelling vision to elevate APT to new levels. We’re can’t wait to launch the fresh, inspiring work the team is crafting for APT.”
Cummins&Partners has a deep and rich history in travel and tourism with founder Sean Cummins having been behind many well-known campaigns including “You’ll Love Every Piece of Victoria’, the launch of Virgin Blue (now Virgin Australia), and “Best job in the World” for Tourism Queensland.
“This is a particularly exciting win for us because of the very nature of the company, the heritage and the quality of the people involved. APT is one of Australia’s few luxury brands. And even fewer brands from Australia that has been here for nearly a century and still going strong. It’s a privilege,” Cummins said.
Work commences immediately for the brand as APT heads into its peak booking period.
