Travel company Saga has launched an integrated brand campaign to kick-off its 2023 marketing activity to support its bespoke holiday packages for the over-50s.
‘Tailor-Made Travel by Saga’ will be spearheaded by a hero 60-second spot developed by creative agency VCCP that aims to challenge the outdated perceptions that many hold towards senior holidays being boring and pedestrian.
Having premiered last night (1 February) during Gordon Ramsay’s ‘Next Level Chef’ on ITV, a further set of 30 and 10-second edits of the Nicholas Farrell-narrated spot has been produced to run across TV, social media and digital.
“We know there are many incorrect preconceptions about what a Saga holiday is and the people who take them, so we’re setting the record straight,” Saga Travel Group CEO, John Constable said.
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“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.”
With media planning and buying handled by VCCP Media, the campaign marks VCCP’s inaugural campaign for Saga since being appointed as its agency of record.
VCCP executive creative director, Jim Thornton added: “The gap between the perception of a Saga holiday and the reality is as wide as the Grand Canyon – which, of course, you can visit as part of a Saga Tailor Made Holiday.
“It has been nothing short of a joy for me and the VCCP team to firmly bury those preconceptions, thanks to the boundless talent and wit of Nicholas Farrell in front of the camera, and Tony Barry behind it.”
