Saga Holidays, the travel division of the Saga Group, which
specialises in the over-50s market, is seeking a PR agency to update its
The firm invited seven agencies to present initial credentials and has
shortlisted up to three of them to make formal pitches.
Hill and Knowlton, which works on a project basis for Saga Holidays’
sister company, financial services provider Saga Services, (PR Week, 21
August), is on the shortlist.
The agency brief is to promote the range of holidays which Saga provides
and redirect its media profile away from traditional views of old people
and towards a modern, active view of the over-50s.
The contract will be project-based, beginning next month and lasting for
five months. The PR activity will accompany Saga Holidays’ new TV
advertising campaign which will be broadcast early next year and is
being devised by Ogilvy and Mather.
Saga Group head of PR Peter Bettley said: ’People have a very
old-fashioned view of the over-50s market. But the people who go on Saga
holidays are young people who just happen to be retired. They have a
very active view of life.’
Bettley added that Saga Holidays might use the selected agency on an
ongoing project basis if the initial work currently being tendered for
was a success.
Saga Holidays runs packages including flight-only holidays, study
breaks, cruises and coach tours in the UK and abroad. It caters for
250,000 travellers a year.
The Saga Group is privately-owned by chairman Roger De Haan. The group’s
seven-strong PR team, led by Bettley, handles the bulk of its PR
in-house and Hill and Knowlton is its only PR agency.
Saga Group’s financial services arm, Saga Services, provides insurance
services, investment products, credit cards, a share-dealing service and
electricity and gas supply services. It counts 750,000 customers.
Saga Group also has a publishing arm, whose Saga Magazine has an
estimated circulation of one million and a readership of two million.