NRMA launches new content portal for over 50s

Motoring company partners with King Content to deliver a new digital portal for more mature customers

NRMA has expanded its customer content strategy with a new online resource and community portal for the Australian over 50s market.

The new Living Well Navigator site was developed in partnership with content marketing agency, King content, and features articles and research around lifestyle, health and employment for consumers aged over 50. It also includes a jobs portal with interview advice and volunteer work opportunities, a registered community forum for members to discuss topics with each other, as well as offers around holidays and retirement planning guidance.

NRMA president, Kyle Loades, pointed out 60 per cent of the insurance company’s 2.5 million members are over 50.

“They have consistently told us they want to live independently and in control of their lives as they age,” he said.

With the Australian Government lifting the retirement age, more needed to be done to provide better support services for mature-age jobseekers to find and hold good jobs, Loades said.

7 CMOs share their content marketing dos and don’ts

Site editor, Verity Magdalino, told CMO the new portal was part of NRMA’s three-year brand strategy to help members in their everyday lives, and expand its offering outside roadside and motoring assistance.

As another example, she pointed to its emergency home assist offering launched earlier this year, which was also targeted at older members and was a reflection of recent government legislation aimed at keeping older people in their homes for longer.

“Our members have been asking for information they could trust as they go through different life stages,” she said. “Our aim is to provide information and solutions around these issues.”

The Living Well website was very much a value-added service for members and targets a mature but wide-reaching audience, Magdalino said. Longer term, NRMA hopes that its efforts to build communities online will also trigger better community engagement and activity for more mature Australians in their physical environment.

In a statement launching the new site, age discrimination commissioner, Susan Ryan AO, said the Living Well Navigator could advance key goals around realising the value of an ageing workforce.

“We need to recognise the wealth of talent and experience in our older citizens, support their dignity and choices and maximise the opportunities for them to contribute to our society and economy,” she stated. “Living Well Navigator will advance all these goals.”

Living Well Navigator ambassador and TV personality, Deborah Hutton, said Australians are living longer and perspectives need to change around the value these generations can deliver professionally.

“The view of being an ‘older worker’ at 45 is ludicrous, we are in the prime of our lives,” she commented. “Technically you’re older but you’re much wiser – just consider the wealth of knowledge you have gathered at this point. We don’t want to be pigeonholed and pushed aside.”

King Content founder and CEO, Craig Hodges, said Living Well Navigator is an audience-based platform and will feature content designed to cater to the interests and “needs of the personalities” making up the over 50s segment.

“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,” he said.

Read more: Interview: Marketo CEO Phil Fernandez on customer expectations and competition

Join the CMO newsletter!

Error: Please check your email address.
Show Comments

Supporting Association

Blog Posts

How to keep your B2B marketing job for the next 5 years

B2B marketers are in the hot seat. As the customers’ buying journey shifts online, B2B marketers must exert influence and build trust with their prospects in a new way.

Collective Intelligence: The power of smarter, quicker team thinking

When we think about the bottom line in business, the immediate jump is fiscal performance. But if you're serious about future-proofing your business, then you need to be ready to think outside the box of traditional success measures.

Janine Garner

Founder and CEO, LBDGroup and author

Can the data-led creative please stand up?

The data land grab is full steam ahead. Media agencies, brands and tech players are all scrambling over one another to develop data and insights capabilities and to own the space.

Hmm ... another pondering example of VR technology's use for place-teleportation.http://www.virtualrealitytimes...

VirtualReality Times

Virtual reality provides platform to showcase Brisbane winter experiences

Read more

Hi Nadia, I think it will be interesting to see how this space evolves since, as you mentioned, more and more brands will be getting in o...

Lauren Jung

How to engage in influencer marketing: The controversy and the opportunity

Read more

Thanks for the feedback Lauren. The big question I have is whether consumers will continue to inherently trust in the blogger's commentar...

Nadia Cameron

How to engage in influencer marketing: The controversy and the opportunity

Read more

It's interesting when I see posts like this, where big companies are strategizing to position themselves for an effective content marketi...

Dan Ewah

Engineers Australia partners with Mahlab on content marketing strategy

Read more

Great read! Our online platform creates a marketplace for brands to connect with influencers and our integrated Federal Trade Commission ...

weconnect

How to engage in influencer marketing: The controversy and the opportunity

Read more

Sign in