| APT’s luxurious rebrand

APT has revealed a luxurious rebrand, introducing a fresh, contemporary look.

The heart of the rebrand is a newly designed luxury monogram (pictured), which will replace APT’s former logo.

This new symbol has been designed to represent the “legacy of APT’s long history while symbolising its refined sense of prestige and exclusivity”.

Complementing the new monogram is the introduction of a new marketing campaign, with the tagline, ‘Everything to a T’.

This new push offers “an assurance of APT’s commitment to providing exceptional service and attention to every detail, ensuring that every experience is tailored to perfection for their guests,” the company said.

CMO Jason Shugg said the rebrand is a celebration of both legacy and progression.

“We’re incredibly excited to share this transformation with our valued industry partners,” Shugg said.

“With the new monogram, enhanced digital presence, and refined new look, we’re reinforcing our position as a leader in the luxury travel market.

“Although APT may look a little different, this is not just a fresh look; it’s a celebration of APT’s rich heritage and a reflection of our unwavering commitment to delivering unparalleled travel experiences,” he added.

Shugg emphasised the essence of APT remains unchanged.

“The new design will help us better communicate the elegance, quality, and service that APT is known for while also reflecting our rich heritage in creating extraordinary travel experiences for travellers for decades to come,” he said.

The rebrand coincides with a period of innovation and investment from the company, including the debut of its first-ever owned-and-operated river ships, APT Ostara and APT Solara.

APT has also struck exclusive deals with Murray River Paddlesteamers for almost 40 sailings aboard its upcoming ship Australian Star (CW 27 Aug 2024), as well as a global partnership with Seabourn Cruise Line for Canada & Alaska holidays (CW 07 Jun 2024).

The company also recently made significant enhancements across 10 of its websites, elevating the digital experience for APT and its sister brands (CW 10 Dec 2024). MS