APT launches 'Live Fully' brand repositioning with new integrated campaign via Town Square

Screen Shot 2019-01-14 at 10.19.07 am.jpgAPT has launched a major brand evolution, 'Live Fully', targeting younger baby boomers wanting to experience the best in luxury travel, with an integrated campaign by creative agency Town Square.

Coinciding with APT's telecast sponsorship of the Australian Open on the Nine Network, the brand repositioning 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.

VIEW THE LIVE FULLY SPOT
VIEW THE GROUP SPOT
VIEW THE RIVER SPOT
VIEW THE SHIP SPOT
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.

Says Brendan Day, creative director, Town Square: "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
GM Marketing: Justine Lally
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
DOP: Nick Morris
Sound: Studio: Bang Bang Studios
Music Production Company: Level Two Music  
Stills Photography: Ben Perry

1 Comments

LCV said:

A bunch of tired cliches, no story, not one single interesting idea. Lift your game.

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