Saga Holidays has appointed Doner Cardwell Hawkins for a £4.4m brand-building campaign.
Doner pitched against Bates UK. Incumbent Ogilvy & Mather, which has held the business since 1998, did not repitch.
A test campaign by O&M designed to reverse the brand’s negative image ran in two TV regions last autumn, but a planned national roll-out was shelved.
A new Doner campaign, which also aims to revitalise the brand, will break on Channel 4 and regional ITV in August, and potentially go national on ITV in January 2001.
Saga marketing director Angela Horsman says: “The advertising Doner is developing will be designed to challenge any misconceptions held by the over-50s, who may think Saga holidays are not for them.
“Some people still only associate Saga with coach tours to British seaside resorts. In reality, we offer what is possibly the most eclectic range of holidays in the UK market.”
Doner managing director Andrew Hawkins says: “This is a great win. Saga is a brilliant company with innovative products – one that understands its customers.”