BCM Worked with THL travel group (the world’s largest campervan hire company). To find and launch a positioning for their flagship brand Apollo to market. We wanted to challenge the notion of ‘tourist travel’, advocating for a freer, realer, better way to explore the world. We need to prove that Apollo is for travellers, not tourists.
Develop a brand campaign that showcased the ‘why’ of motorhome travel At the brand level reposition Apollo with a refreshed tone and attitude.
2025
Tourism Holdings Pty LTD
OVERVIEW
Getting travellers to ‘Unfollow’ the crowds
Apollo gives traveler’s serious about adventure the freedom to explore more. BCM created a campaign that challenged the usual travel tropes and promised something more, with the freedom of the open road.
IDEA
Unfollow with Apollo
Most of us travel by trend. We are influenced by those around us and how they travel. We see friends or family in the same picturesque locations, the same beautiful hotels and resorts and then go there. But real travellers don’t copy what others do. They don’t go with the crowd.
An Apollo holiday is all about taking a different path-not completely off the beaten track but exploring just outside the boundaries between one destination to another. To take the route others don’t. To unfollow.
