The site was launched this week and aims to attract over-50s to the burgeoning social networking sector. Pitched as a Facebook for the older generation, it contains features relevant to holidays and insurance group Saga’s audience.
‘We have not had any support for our digital offerings in terms of mainstream PR in the past,’ said Saga head of comms Paul Green. ‘Saga Zone gives us a chance to use PR to highlight our growing web presence.’
Green said Saga’s digital offering was increasingly becoming as important as magazine publishing.
Hanover will promote the new site for an unspecified period of time and the work could lead to a retainer. ‘Once the project is finished we will review whether we need retained support in this area,’ said Green.
Hanover account director Alessandra Norman heads the account, reporting to Green. The site enjoyed a soft launch of 13,000 members, including one 87-year-old user. The agency is highlighting the level of social activism already popular on the site – members have signed up to petitions on prostate cancer, disability benefits and food allowances.