Saga Holidays shatters ageist stereotypes
Saga Holidays is angling for the lucrative over-50s travel market by scorching perceptions that older people live life in the slow lane.
Confounding expectations with a range of high-energy adventurous experiences the specialist travel provider has launched a new “tailor-made travel” product with a wry and witty send-up of outdated perceptions.
Explaining the broader message Stuart Beamish, group chief customer officer, said: “As Saga continues to operate as a champion for people over 50, we are taking this opportunity to bust open the myths associated with our audience. Our aim as a brand and through this advert is to challenge perceptions and to reflect our customers as the experienced individuals they are.”
Opening with actor Nicholas Farrell quaffing a leisurely cup of tea, the advert soon cranks up several gears as the camera pans back to reveal he’s sat in a jeep observing a herd of giraffes.
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We then jump several thousand miles to South America, where Farrell intones: “we love to follow someone holding a flag,” as he joins a local music festival.
John Constable, CEO of Saga Travel Group, adds: “Our customers tell us they want exciting experiences in fascinating destinations. They love adventure, culture, wildlife and beauty, which our new ‘Tailor-Made Travel by Saga’ holidays deliver in spades. We wanted to create a witty juxtaposition between assumption and reality to make that point and we think this new advert with the superb Nicholas Farrell does that brilliantly.”
Devised by VCCP, the integrated campaign is led by a 60-second TV advert with shorter edits for social media and digital.