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Luxury travel brand APT is targeting young baby boomers with its first brand campaign in five years.

The ‘Live Fully’ campaign, which coincides with the brand’s telecast sponsorship of the Australian Open TV coverage, aims to showcase the experiences of luxury travel while targeting a younger audience.

The integrated campaign, which incorporates television, cinema, digital, print and social, is aimed at younger baby boomers, aged 55 years and over and aims to get this audience to rethink the brand’s travel experiences.