Saga starts 2022 with a television advertisement promoting the message ‘Experience is Everything’ as part of a wider campaign that began last autumn.

The 30-second video broadcast January 3 features British actor Nicholas Farrell on board Saga’s newest vessel, Spirit of Adventure, as he reflects on holidays in the 1970s versus today.

Changing the way people think about age

Saga launched its ‘Experience is Everything’ brand campaign in October with a focus on changing the way people think about age. It comes as part of a wider brand strategy targeting ‘Generation Experience,’ described by Saga as the ‘discerning, sharp and savvy over-50s’ who represent over a third of the UK population.  

‘Our customers know what they like because they’ve been there and done that …’ explained Stuart Beamish, chief customer officer, Saga Group. ‘Our ad reflects back wryly on those memorable 1970s breaks versus the luxury of our Saga boutique cruises today.’