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AEGON highlights changing retirement attitudes in new ad

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By The Drum Team, Editorial

November 19, 2010 | 2 min read

A new creative marketing campaign has been developed for the AEGON Masters Tennis tournament which takes place at the Royal Albert Hall in December.

Developed mainly in-house with production handled by APS and Line, the campaign features players taking part in the tournament including Pat Rafter, Pat Cash and Goran Ivanisevic.

Based on research carried out by AEGON which found that 61% people aged 50-65 expect to carry on working or pursue further education or charity work, the ‘retirement is just the beginning’ campaign works for AEGON on two levels according to head of external communications Susan Wilcock.

She commented: “It continues to build and reinforce AEGON’s brand awareness with tennis enthusiasts and, just as importantly, it highlights the changing attitudes towards retirement in general. As a leading life and pensions company, this is perfect synergy for AEGON and clearly positions us in the ‘At-Retirement’ space.

“There is a natural link between this change in attitude and our sponsorship of the AEGON Masters Tennis. Along with the changing attitude to working longer, our research also found that 25% of people want to dedicate more time to their hobbies and favourite leisure activities.

“This fits perfectly with the AEGON Masters Tennis as all the players who take part have retired from the professional tour, and yet are still enjoying playing tennis regularly.”

The campaign will run between 21 November and 5 December and will include digital advertisements on the Telegraph Online, display advertisements in the Times, Daily Telegraph and Evening Standard and sponsored editorial including a four-page pullout in the Daily Telegraph on 27 November.

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