The company’s new media brand will help Saga to forge more frequent and longer-lasting relationships with existing customers , says media CEO Aaron Asadi.
Saga is a company best known for its cruises and insurance, but the brand is now doubling down on its lesser known media proposition as it pursues its ambition to become a “superbrand” for people aged over 50.
Saga believes its commitment to retain and value age diverse talent will help the business thrive amid the ‘Great Retirement’.
Saga is betting big on its shift away from short-term sales to long-term brand building, as it looks to drive consideration amongst experience hungry over-50s.
Having laid the foundations for growth through increased investment in marketing and insight, Saga is on a mission to become a ‘superbrand’ for older consumers.
The travel business is aiming for more direct bookings over those generated through paid marketing investment, something that it claims will benefit its P&L.
The juice category has become “commoditised” in recent years, with its leading brands underinvesting in it. Tropicana is aiming to push back against this by dialling up its brand assets, investing in innovation and reconnecting with key occasions.
Dragons’ Den star Deborah Meaden is confirmed for the 11th Festival of Marketing. She will join CMOs and other speakers from the world of marketing and beyond on 3 October.
According to WARC Media, social media is the largest media channel worldwide by advertising investment, with Meta alone representing a 63% share of global social spend.
