Saga Holidays appoints KBC PR to target new generation of over-50s

Over-50s holiday operator Saga Holidays has appointed travel specialists KBC on a two-year consumer retainer.

Saga Holidays: Adventure packages
Saga Holidays: Adventure packages

The agency was handed the brief following a three-way competitive pitch with other travel specialists Four, BGB and Rooster PR.

KBC has been briefed to reposition the brand and challenge negative perceptions around being 50.

It is to highlight the unexpected areas of its travel offering such as its adventure and activity holidays and raise awareness of less known exotic destinations such as Borneo, Bolivia and Patagonia.

Incumbent agency, Brighter, handled the account for five years prior to this and although it was invited to repitch, chose not to. The agency was put on notice in March.

The account will be headed up by account director Tanya Hillman, who will report to comms manager Carl Catterall.

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