Saga, the international group providing holidays and other services
for the over 50s, has appointed Ogilvy & Mather to handle its pounds 4.4
million creative account.
The win follows a competitive pitch against Bates Dorland, Leo Burnett,
Doner Cardwell Hawkins and the Square (Campaign, 24 April).
O&M’s appointment marks Saga’s first attempt at television advertising,
which is scheduled to break nationally this autumn.
Saga intends the new ad-vertising to accelerate growth and broaden its
customer base as well as helping to shed its downbeat ’Zimmerframe’
image. The aim is to position the brand as dynamic and aspirational.
Angela Horsman, Saga Holidays’ marketing director, said: ’We feel the
time is right for Saga to include television advertising in the
marketing mix. Television can help us accurately reflect the scope and
nature of what Saga offers today.’
She added: ’The range of Saga holidays has changed dramatically over the
past decade and today the group boasts a range of insurance and
financial services plus an innovative, award-winning magazine.’
An indication of Saga’s planned repositioning appeared in April when its
holiday arm launched a winter brochure. Alongside the expected cruises
and sun-worshipping breaks were a new range of sporting activities
including river-rafting, mountain trekking and parascending.
Tom Bury, O&M’s chief executive and deputy chairman, commented: ’The
more we investigated the brand, the more interesting this assignment
became. Marketing to people over 50 is set to become a major challenge
as the demographics continue to shift and we look forward to increasing
Saga’s brand leadership in the area. Our job is to make people sit up
and say, ’Blimey, we must have a look.’’