AARP announces RFP for millennium image facelift

WASHINGTON, DC: The American Association of Retired Persons has turned to PR to reposition its image in the new millennium.

WASHINGTON, DC: The American Association of Retired Persons has turned to PR to reposition its image in the new millennium.

WASHINGTON, DC: The American Association of Retired Persons has

turned to PR to reposition its image in the new millennium.



The Washington, DC-based organization, which boasts 33 million members,

has sent an RFP to more than a dozen national PR and advertising

agencies.



While the specifics of the account were not announced, the business is

reportedly in the multi-year, multi-million-dollar range.



Firms selected for the RFP have experience dealing with issues ’closely

aligned to the AARP,’ said associate director of communications Lisa

Davis.



The AARP will whittle the list to three finalists, who will be called in

to make presentations. While Davis declined to disclose the

participating firms, the list is said to include several public affairs

powerhouses, including Shandwick and Fleishman-Hillard.



The successful candidate will be charged with providing counsel that

should allow the AARP to be a ’trendsetter for those 50 and above,’

Davis said. The firm will work in conjunction with the group’s in-house

PR team, numbering 80 in DC and 23 elsewhere.



Davis stressed that the goal is to develop an ’overarching communication

strategy’ that will allow the AARP to address the changing needs of its

members. This likely means that it is planning to be more proactive with

its communications efforts and present information in different

ways.



’The mindset on aging is changing, and AARP must change to reflect

that,’ Davis said. By way of example, she pointed to a recent issue of

the AARP magazine featuring a 50-and-over sex survey.



The new campaign will launch early next year.



Have you registered with us yet?

Register now to enjoy more articles and free email bulletins

Register
Already registered?
Sign in

Would you like to post a comment?

Please Sign in or register.