APT creative pitch

APT aims to firmly establish itself as a leader in luxury cruising and group touring, both in Australia and globally. Goals
Elevate the brand’s luxury positioning
Enhance the overall value proposition
Make APT the first choice for luxury travel

Emotions of luxury

Andrew Reeves

Throughout the history of human civilization, luxury was premised on being expensive, meaning it resulted from investing an unreasonable amount of work, material or other scarce resources into the making of a thing.

But today’s rich [...] wear $500 cotton t-shirts with inscrutable references and visual motifs pulled from a smörgås-moodboard that mak

Certainty - Making your customers feel secure about the quality and longevity of your product reduces the fear of disappointment or the need to frequently replace the item.

Variety - Owning items that introduce a sense of novelty to a person's life satisfies their need for variety and can make them feel more excited.

Significance - Owning something c... See more

Superhuman

Host: And of course, the luxury sector spans over so many different products. But what do you think the definition of luxury is?

Bernard Arnault: First of all, I don't like very much the word luxury, because you have something attached to it, which means show off, which mean something of non significance or something, something that is useless. And ... See more

KG • Letter #100: Bernard Arnault (2016)

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