Young baby boomers enjoying luxury travel experiences are the focus of travel brand APT’s 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, features a number of TVCs which highlight the different travel experiences for solo travellers, couples and friends. The ads feature Major Lazer’s hit song ‘Get Free’.
The campaign is aimed at younger baby boomers, aged 55 years and over and aims to get this audience to rethink the brand’s travel experiences.
The campaign was created by creative agency Town Square.
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.”