- Saga Holidays has charged Doner Cardwell Hawkins with the task of rejuvenating its brand and widening its appeal.
The agency was formally appointed this week following a head-to-head pitch against Bates UK. It will now develop a TV branding campaign which will break at the end of August and run across Meridian, HTV, Channel 4 and Anglia ITV regions with potential to roll out in January 2001.
"The campaign will be devised to challenge any misconceptions currently held by people over fifty who may think that Saga holidays are not for them," said Angela Horsman, marketing director at Saga.
"Some people still only associate Saga with coach tours to British seaside resorts but in reality we offer what is probably the most eclectic range of holidays available in the UK holiday market."
Saga terminated its relationship with Ogilvy & Mather, the previous incumbent, in April. The agency had also been asked to reverse the negative perceptions surrounding the brand.
When Saga launched 50 years ago its core offering was holidays for retired people. It has since evolved into a corporation that offers everything to the older generation.
It began offering financial services in the 80's after recognising that many financial institutions were ignoring the potentially huge grey market and now offers health insurance, home and motor insurance, pet and travel insurance and investments.
With a readership of more than one million, Saga magazine has been in print since 1984. "Saga is a brilliant company with innovative products, a company that really understands its customers," said Andrew Hawkins, managing director at Doner Cardwell. "We aim to produce advertising that will enhance its image and further reinforce its reputation."