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.

CREDITS

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