Saga

A positive message for Britain’s over 50s

Challenge

Saga wanted to cement and enhance its reputation as the UK’s leading provider of products and services for the over 50s. MHP has helped Saga build on the specialism by developing an attractive insurance and travel proposition for this demographic, while building a compelling case for new and existing investors.

Approach

As part of its brand development, Saga launched a new membership scheme called ‘Saga Possibilities’ in order to retain loyalty among existing customers. It also established a new brand identity under the banner, ‘Keep doing’, to tap into the changing outlook of the over 50s. MHP helped the company devise a  multi-discipline communications plan to use its half year financial results as an opportunity not only to update the market on its strategic progress, but also to promote the launch of these initiatives to a wider audience and begin to make the most of Saga’s corporate brand.

 

Impact

The team secured two articles in the Sunday Telegraph and City AM ahead of the results, previewing the new membership scheme and the benefits for its customers. This had a double benefit of driving awareness of the new membership scheme to its existing customers, reaching out to new customers and generating investor interest ahead of the results themselves. This was followed up with a full media programme on the day of results to establish the strategic direction of the business and renewed customer focus.