APT launches ‘Live Fully’ brand repositioning during Australian Open

APT has launched a major brand evolution, ‘Live Fully’, targeting younger baby boomers wanting to experience the best in luxury travel, with an integrated campaign.

Coinciding with APT’s telecast sponsorship of the Australian Open on the Nine Network, the brand repositioning is the result of extensive research 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 a solo traveller, couple and 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. It’s about capturing the adventurous spirit and exciting experiences travellers can enjoy with APT.”

To learn more about the campaign, or discuss a brand of your own, contact Harry now.

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