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:

Join the CMO newsletter!

Error: Please check your email address.
Show Comments

Supporting Association

Blog Posts

Why it's time to integrate your website into your digital marketing strategy

As the head of marketing, do small beads of perspiration break out on your forehead when you hear the dreaded phrase: “It’s time to redesign our website?”

The impact of uniforms on consumer brand preferences

Flight attendant uniforms attract attention. From a primary association with sex appeal during the 1960-70s, to the diverse role they perform today, the flight attendant’s uniform sits front and centre in the advertising imagery of many airlines. However, relatively little is known about the ways in which consumer behaviour is influenced by airline uniforms.

Are data and creativity like chalk and cheese?

The industry is experiencing an explosion in data-led initiatives like programmatic buying, as well as a simultaneous increase in the importance of creativity. A less adventurous marketer might see these trends as chalk and cheese, as two developments which have the power to markedly improve a brand’s bottom line, but which don’t have much room for crossover.

When you want to get the most ROI, researching about the tools you need will pay off big time. Take for example your marketing and repor...

TapAnalytics

​How to get the best ROI from your martech investment

Read more

We can see how companies are now developing and improving the digital marketing platform they are using and finding ways to add more feat...

TapAnalytics

CMO's top 10 martech stories for the week - 21 January

Read more

Very nice article, Thanks for sharing this necessary information about digital trends. Specially i like prediction no 3 " Marketers embra...

kevin marshall

Predictions: 16 digital marketing trends for 2016

Read more

Mobile has indeed becoming a big player in the marketing industry. It should be utilized by businesses and mobile campaigns should be pro...

TapAnalytics

Report: Mobile-based campaigns and coupons boost consumer brand sentiment

Read more

Very good points, thanks for this article :) I would also add Virtual Reality to the game changers in 2016 (especially after CES2016). I...

Piotr Maksymowicz

Predictions: 16 digital marketing trends for 2016

Read more

Latest Podcast

More podcasts

Sign in