NRMA navigates for the over 50s

By AdNews | 20 August 2014

The NRMA has launched a website solely for the over 50s, full of lifestyle, health and employment tips.

The Living Well Navigator site has been launched in response to the Australian government's moves to raise the retirement age – and the fact that more than half the NRMA's members are over 50.

The site, created in partnership with Sydney content marketing agency King Content, includes a jobs portal specifically to connect mature jobseekers with employers, and provides interview preparation support.

Kyle Loades, president of the NRMA, said: “Sixty per cent of the NRMA's 2.5 million members are over 50 and they have consistently told us they want to live independently and in control of their lives as they age.”

Deborah Hutton, an ambassador for the Living Well Navigator, said: “The view of being an 'older worker' at 45 is ludicrous, we are in the prime of our lives. We don't want to be pigeonholed and pushed aside.”

Craig Hodges, CEO and founder of King Content, said: “The over 50s are largely ignored by publishers and advertisers in Australia, and as a result there is a lack of intelligent information available for a segment that is actively searching for content on their career and lifestyle.

“Living Well Navigator is an audience-based platform with the content designed to cater to the interests and needs of the personalities that make up this segment.”

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