Saga Holidays seeks PR boost

Saga Holidays, the travel division of the Saga Group, which specialises in the over-50s market, is seeking a PR agency to update its public image.

Saga Holidays, the travel division of the Saga Group, which

specialises in the over-50s market, is seeking a PR agency to update its

public image.



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.



Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus

Latest Articles

Sky adds Fever PR to its roster after splitting with Cake

Sky adds Fever PR to its roster after splitting with Cake

Pay-TV giant Sky has added Fever PR to its agency line-up for a wide-ranging brief covering products and services.

Max Clifford trial jury to continue deliberations after Easter break

Max Clifford trial jury to continue deliberations after Easter break

The jury in the trial of celebrity publicist Max Clifford has been sent home for Easter and will reconvene on Tuesday for further deliberations about its verdicts on 11 charges of indecent assault.

Home Office brings in Munro & Forster to campaign against FGM

Home Office brings in Munro & Forster to campaign against FGM

The Home Office has tasked Munro & Forster (M&F) with supporting its campaign to eradicate female genital mutilation (FGM) as part of a wider retained brief.

Former White House press secretary Dee Dee Myers to join Warner Bros

Former White House press secretary Dee Dee Myers to join Warner Bros

Warner Bros has appointed former White House press secretary Dee Dee Myers as EVP for worldwide corporate communications and public affairs, effective September 2.