This is an interesting re-positioning that will be closely watched by many. Giving the ageing population the over 50's are set to become even more important and can have substantial spending power. Saga has probably been a bit of a lumbering giant. One of the issues here will be whether it can shrug off its old people's home, or at least 'retired' association. I suspect there are multiple market segments here that need tight focus and a single brand may not be flexible enough to appeal to all. If they pull it off the rewards will be good, if not we should expect some niche branding.
Saga is relaunching its brand, unveiling a new look and feel for the brand as well as its first ever strapline ‘Keep doing’ as it looks to evolve the business to ensure it remains relevant for today’s over 50s, rather than being seen as a brand for “old people”. The changes, which come into effect from today (24 July), include a new logo, font, colours and imagery. It starts with a new look for Saga Holidays, including new types of holiday aimed at people who want the reassurance of going on holiday with Saga but are keen to do their own thing as well.