Senior Tours hires ACLC
By Adnews Staff
Toronto-based Senior Tours has assigned its advertising account to ACLC, also based in Toronto. The travel company runs approximately 250 tours for mature travelers per year. Senior Tours selected ACLC in a review described as "informal" which also included one other unidentified agency. According to Lynda Torneck, senior vice-president of ACLC, one of the main factors in the win was the agency's expertise in the mature market. ACLC has also done work for SCA Personal Care and the Mount Pleasant Group of Cemeteries. "The mature audience perceive themselves as youthful, active and vibrant," said Torneck. "They don't want to be reminded of their limitations, but rather be inspired by possibilities." The marketing for Senior Tours will consist exclusively of direct response television commercials, which the company will use to build a database of people over the age of 60 who might be interested in its services. The campaign, which will break today, will depict two suitcases discussing the benefits of Senior Tours travel.