SAGAThe Challenge…
To develop a media relations campaign to launch Saga Zone, the social networking site for the 50s from the travel and insurance company Saga. Specifically, to increase Saga Zone membership by 20 per cent over a ten week period from launch. What we did…
We developed a media relations campaign which positioned Saga Zone as 'the social face of silver surfing'. The story was made more relevant by promoting new research showing the habits of the over-50s when shopping on the web. We developed case studies from Saga Zone itself and to bring the story alive we successfully mobilised people - for example the oldest 'Zoner' - to talk in our media relations campaign. We also ran a press office to deal with any queries about Saga Zone The results…
Over ten national press articles meant that Saga Zone became embedded in the national consciousness. In addition, national and regional broadcast pieces, including those on BBC 10 o'clock news; BBC Radio 4 Today programme; BBC Radio 4 Learning Curve and BBC Radio 2 Chris Evans show. We also received a host of online - including over 500 blog mentions - and regional articles. This culminated in a 100 percent increase in Saga Zone's membership in the first week of its launch. Saga Zone continues to be commented on as the online place for the over-50s and the consumer group Which? voted it the fourth best social networking site. Paul Green, director of communications at Saga,
"We achieved a tremendous volume of media coverage but what was really impressive was the universally positive tone. In just a few days we doubled Saga Zone membership - which exceeded all our expectations. This is down to a mixture of hanover's experience and expertise, and of course , a great new Saga service.
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