UK – Saga Holidays, the British travel company for the over-50s, has launched a television campaign that aims to challenge perceptions about the types of holidays people over 50 enjoy. The ad, entitled You’re Not Wrong, is part of Saga’s Tailor-Made Travel campaign and follows actor Nicholas Farrell on a range of adventurous trips where he pokes fun at assumptions that over-50s want sedate breaks.
‘Saga Holidays. What springs to mind?’ asks Farrell. ‘Experience tells me you probably think we’re constantly stopping for tea. It’s not entirely unfair,’ he continues as he carefully cups a bowl at a Japanese tea ceremony. ‘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,’ says Saga’s Group chief customer officer Stuart Beamish.
Today the over-50s are a complex demographic that includes Gen-Xers and Baby Boomers. When thinking about how they consume there is room to do more than bust ageist myths. Ageing is changing and many over-50s have little interest in countering outdated perceptions; they are focused on pursuing the experiences that make sense to their lives.
Get curious about the ways in which consumers don’t conform – both to expectations and to demographic stereotypes