In today’s edition of Marketing magazine there are two news stories about companies with old-old brands trying to become new-old brands.
The first headline: Saga eyes younger audience with 'action' breaks. A quote from the article.” Saga Services is launching a range of adventure and action holidays under the banner Go For It to broaden its appeal.
Saga has a core customer base of people in their 60s and 70s, but is aiming Go For It at those in their 50s. Go For It will initially be promoted via a mailing to customers on Saga's database. TV ads will follow within the next month to build awareness of the brand.
Should it prove successful, SAGA will put other parts of the business, such as financial services, under the banner”
If you have a subscription to Marketing you can read the article here if not have a look at the material on the SAGA web site.
The second item concerned Emap Esprit, who is repositioning its over-50s magazine Yours to appeal to a younger audience and is backing the over haul with a £2m TV ad campaign.
It will be interesting to see how these two companies get on with these ventures.
Dick Stroud: www.20plus30.com
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