Saga group seeks shop to spice up grey image

Saga, the international group providing holidays and other services for the over-50s, is seeking an agency for its pounds 4.4 million creative account in a bid to shake off its ’Zimmerframe image’.

Saga, the international group providing holidays and other services

for the over-50s, is seeking an agency for its pounds 4.4 million

creative account in a bid to shake off its ’Zimmerframe image’.



Saga has compiled a list of five agencies to pitch for the business -

Ogilvy & Mather, Leo Burnett, Doner Cardwell Hawkins, Bates Dorland and

the Square.



The review covers all elements of Saga’s business, including holidays,

insurance and its magazine. The aim is to rebuild the brand as dynamic

and aspirational. Saga currently creates the bulk of its advertising

in-house.



Pitches will take place in mid-May with the first work breaking in

August.



Saga is looking for a 60-second branding film and a 30-second direct

response spot, which will promote its holidays.



The Saga group wants the new advertising to accelerate growth and

broaden its customer base. An indication of its planned repositioning

appeared on Tuesday, 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 trek-king

and parascending.



Saga’s holiday Website explains its offering, using the line: ’We give

mature travellers the world.’



It explains: ’As the world leader in mature travel, Saga Holidays has

taken travellers of 50 and over to the ends of the world for almost half

a century.



’Wherever you want to go, our specially designed travel programmes offer

a wide range of choices - from the autumn colours of New England to the

jungles of Borneo.’



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