diff --git a/.travis.yml b/.travis.yml
index 720befc..4652f92 100644
--- a/.travis.yml
+++ b/.travis.yml
@@ -24,7 +24,7 @@ script:
 - KUSTOMIZE_PATH=${KUSTOMIZE} TEST_OPERATOR_NAMESPACE=default molecule test -s kind-namespace
 deploy:
 - provider: script
-  script: hack/operate.sh --push-images --bundle --extra-tag=develop --verbose --formatter
+  script: hack/operate.sh --push-images --bundle --version=develop --verbose --formatter
   on:
     branch: develop
 - provider: script
diff --git a/hack/operate.sh b/hack/operate.sh
index 67b2590..0fede3a 100755
--- a/hack/operate.sh
+++ b/hack/operate.sh
@@ -153,7 +153,7 @@ OPTIONS
     -t |--extra-tag=TAG             As well as SEMVER, also publish a version
                                       tagged as TAG.
     --bundle                        Build and publish an OLM bundle to the tag
-                                      at ${IMG}-bundle:${SEMVER}
+                                      at ${IMG}-bundle:${VERSION}
 
 NOTE: If you run with `--push-images` and `--bundle`, no installation will be
       attempted as this combination is intended for CI. Other options will still