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Dick Stroud is the founder of 20plus30, a marketing strategy consultancy specialising in the 50 plus market. He is the UK’s leading expert on using interactive channels to communicate with the over-50s market.

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50-Plus Marketing

News, views and opinions about the most powerful group of consumers - the 50-plus market.

Saturday, April 02, 2011

'Glowstick grannies' to descend on Ibiza as Saga creates holidays for 'pioneer clubbers

This was the headline in the UK’s Daily Mail.

The opening text tells us:
Ibiza has long been famed as a place where the party never stops. But the famous Spanish island is set to prove this point in a literal way in 2014 - when it welcomes its first club-resort aimed exclusively at party-goers aged 50 and over.


If this sounds like surprising news, an even greater shock is that the resort will be run by Saga Holidays - a company more associated with leisurely breaks for silver travellers.

And so the article goes on. It is amazing how many seemed to have taken this as a serious announcement rather than as a April Fool’s joke.

I would have thought his sentence would have given it away.

Saga will be encouraging grannies to pick up their glowsticks and head to the Balearic isle for third-age fun at its resort for 'pioneer clubbers'.

Maybe Saga should give it some thought? Certainly it would be better than a week on a coach touring the delights of Devon. Dick Stroud

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