Heyday to sign Ann Summers as loyalty partner

by Staff

May 17, 2006

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Heyday to sign Ann Summers as loyalty partner

LONDON - Heyday, Age Concern's not-for-profit membership scheme targeting the over-50s, is close to recruiting adult retailer Ann Summers as a partner.

Other brands in talks with Heyday, which is due to launch in the next few weeks, include dating sites DatingDirect.com and LoveandFriends.com.

Heyday partners will fall broadly into six categories: sport and leisure, travel, home and garden, motoring, work and learning, and wellbeing and life changes. The scheme has already signed up more than 100 affiliates, including BT, Lonely Planet, LA Fitness and Virgin Trains.

Heyday's main communication element will be a magazine with an initial print run of 250,000, aimed at 50- to 69-year-olds.

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