Age Concern launches new sub brand for the 50 year olds

What follows is the press notice from Age Concern about its new sub- brand called Heyday.

As a potential customer of Heyday I am not sure what it could do for me. Hopefully, in the next few months I will find out and when I do, I will tell let you know. In the mean time…..

Age Concern is to launch a standalone membership brand called Heyday in an attempt to target the 1960s baby boomers and protest generation, who are now mostly in their 50s.

The charity has created the separate identity to better target the middle-aged and focuses on the ethos of protest in the 1960s, urging the group to reassert their influence in the modern world.

A spokeswoman for Heyday, which launches in spring next year, said: "This is looking at the over-50s and will be a membership scheme offering a variety of discounts and offers with partners."

She added this is set to have a focus on the financial sector.

Age Concern has hired Three Monkeys to handle PR for Heyday and is understood to be looking for an advertising agency. Also planned is direct marketing work and a website is in development in conjunction with IBM.

Gordon Lishmam, Age Concern's director general, said: "What is appealing and helpful to a 55-year-old may not be appropriate for a 75- or 90-year-old. We have developed Heyday to better serve all older people."

He added it was also vital to target this group because many problems experienced in later years stem from this time.

Dick Stroud