APT steps up luxury positioning

New “Live Fully” campaign focus

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APT has ended 2018 and will start 2019 with a fresh new logo and emphasis on “redefining luxury travel”.

The cruise and tour operator says “luxury is not just a five-star hotel or extravagant pool; it is an all-encompassing experience where everything is taken care of from start to finish, and no-one does luxury travel better.”

APT CEO Steve Reynolds said: “The term ‘luxury’ is used loosely these days, popping up more and more, while offering less and less substance.

“We have always believed that the true essence of real luxury is to be ‘all inclusive, all taken care of, so you can live fully’.”

“Private transfers, full porterage service, a personal butler, no sneaky additional beverage or gratuity charges: this is just the tip of the iceberg when it comes to the APT experience,” the company said.

“The indulgent or inaccessible. Adventurous or leisurely. Theatre or wildlife. Wi-Fi or campfire. Iconic or quirky. Introduction or in-depth. Maybe all of the above. At APT, we don’t define luxury, we provide you [with] the freedom to find your own version,” APT says on its website.

The new ‘Live Fully’ campaign (preview below) launches in January with broadcast partnership of the Australian Open, a longstanding association which this year moves from Channel Seven to Channel Nine.

“It’s great to align our longstanding, Melbourne-based brand with this amazing Melbourne event. Both properties deliver aworld-classs experience, showcasing the best of Australia to the world,” Reynolds concludes.

More details at www.aptouring.com.au/discover/live-fully 

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