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Age UK re-brand

Age UK is launching its new brand on April 5, 2010, following the merger of several charities and subsidiary companies last year.

The launch is being supported by a multi-faceted marketing campaign to build awareness of the services Age UK provides, what it does and how people can get involved and benefit.

This will include an extensive direct mail campaign, national TV and print advertising and a media relations campaign.

The introduction of the Age UK name and brand marks a major milestone in the journey to create a single new organisation that will improve the lives of people in later life.

This journey has been driven by the belief that alongside climate change, population ageing is the greatest global transition to face society this century and that change is needed to meet this challenge. The Age UK launch has allowed a consolidation of creative agencies and media buying under one single brand which has led to a more streamlined, focused and efficient approach.

The launch will be supported by a major integrated communications campaign in the latter half of April created by the following agencies; advertising agency, Karmarama, integrated agency, Kitcatt Nohr Alexander Shaw, media agency, Manning Gottlieb OMD and digital agency, Agency.com.

The new identity and branding for Age UK was by design consultancy, Corporate Edge and PR agency, Good Relations is providing media relations support.

Lisa McCormack, Marketing Director for Age UK said, “With the launch of our new brand we have a unique opportunity to speak to people in later life and begin to build awareness for Age UK, of who we are and how we can help. We also need to raise awareness of our services and commercial products to provide better support to people in later life. We believe the activity we’re putting in place will help us achieve our goals and ultimately deliver our promise to our audience.”

The new Age UK logo is the ‘life loop’: positive, fresh and unlimited. The name and logo was developed by Corporate Edge and has been designed to be shared with and used by local partners. The expertise of creative agencies Karmarama and Kitcatt Nohr Alexander Shaw have been brought in to lead the implementation of the new positioning of the organisation, and to develop impactful marketing campaigns to support the growth, both in terms of reach and funds.

Manning Gottlieb OMD have developed the media planning strategy to connect and engage with the charity’s audience, with digital channels playing an increasingly important role in this.

The first of these activities is a highly segmented direct mail pack that will kick off at the end of March hitting the door mats of 2.5 million existing contacts – supporters, customers and those who have sought help in the past.

The mailing will provide an overview of Age UK, and outline how it can help with information and advice, products and services, as well as give an outline of how people can support it. The booklet will be available across Age UK’s 500 plus retail stores from launch. Kitcatt Nohr has also rebranded the literature and direct communications for several Age UK products and helped create retail store concept designs.

TV and print advertising, created by Karmarama and Kitcatt Nohr, will run from mid April and will reach millions of people with information about who Age UK is and how to reach it. More details to be announced shortly. The first public launch of Age UK is a grass roots General Election campaign breaking on 5th April called ‘Our Power is our Number’.

This in-house designed campaign highlights the political significance of people over 60 and is supported by extensive PR activity. Through this General Election activity Age UK will work with people in later life across England to help get their voices heard and to ensure that politicians are providing answers to the issues that really matter and are earning their votes.

Around 14 million shoppers will be reached by an extensive re-design of the charity’s shops. Each store will have new signage, price tags and interiors - which all bring the brand alive and communicate with customers in a warm, positive and honest way. 52 will be ready by 19 April with another 400 by the end of June.

Robert Ffitch, Managing Director at Manning Gottlieb OMD said “We’re delighted to be part of the team launching the new organisation and we look forward to working closely with Age UK to help make a difference to the lives of people in later life.”

The Age UK name will be used from mid April with the new logo and other components of Age UK's identity being rolled out across key parts of the organisation in the coming months. New rebranded materials will begin to replace old ones across all of Age UK's work when stocks run down.

AJR
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