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Saga Holidays has charged Doner Cardwell Hawkins with the task of

rejuvenating its brand and widening its appeal.

The agency was formally appointed this week following a pitch against

Bates UK. It will now develop a TV branding campaign that will break at

the end of August and run across the Meridian, HTV, Channel 4 and Anglia

ITV regions with potential to roll out nationally in January 2001.

’The campaign will be devised to challenge misconceptions held by people

over 50 who may think that Saga holidays are not for them,’ Angela

Horsman, the marketing director at Saga, said.

’Some people still only associate Saga with coach tours to British

seaside resorts but in reality we offer what is probably the most

eclectic range of holidays available in the UK holiday market.’

Saga terminated its relationship with Ogilvy & Mather, the previous

incumbent, in April. The agency had also been asked to reverse the

negative perceptions surrounding the brand.

When Saga launched 50 years ago, its core offering was holidays for

retired people. It began offering financial services for the older

person in the 80s and now offers health insurance, home and motor

insurance, pet and travel insurance and investments.

Saga magazine has been in print since 1984 and now has a readership of

more than one million