SAGA HOLIDAYS
I partnered with the Marketing team at Saga to support the rollout of their brand refresh with one problem to solve: to lose the 'old person' vibe and reinvent themselves under the campaign line "Experience is everything", emphasising experience rather than age! There was a huge shift with the introduction of holidays that gave the trusted reassurance of travelling with Saga but with the freedom to tailor their own experiences.
My role was to help deliver the change across all brand touchpoints, reassure existing customers and secure their loyalty and drive revenue with new and younger bookings. This included digital collateral, advertising, flyers and travel brochures. Stress-testing the new brand assets, trialling different layouts and exploring new and better ways to communicate with customers was all part of this project. Watching the consistency in assets as they rolled out and seeing the engagement across a broader audience increase was evidence that the work was successful and delivering results.
