Silver Travel Advisor unveils new branding

Silver Travel Advisor has revealed a new brand identity, including a fresh logo and creative direction.

To communicate the essential elements of the brand, it has introduced a strapline: ‘Tried. Travelled. Trusted.’.

The changes follow several months of research with the over-50s audience of the website, which launched a decade ago.

Lisa McAuley, Silver Travel Advisor’s new owner and managing director, said: “As a statement, ‘Tried. Travelled. Trusted.’ epitomises the reassurance offered by the Silver Travel Advisor brand to our 124,000 members.

“Older travellers identify strongly with brands that feel personal, in which they can recognise themselves and that show an understanding of their needs.

“With mature travellers spanning everything from early Generation X to Baby Boomers to the Silent Generation, Silver Travel Advisor understands the diversity of their travel aspirations, experiences and requirements.

“Common to them all is the need for trust. Trust is the principal currency in travel now, and our new look and feel seeks to further align the Silver Travel Advisor brand with quality, consistency and certainty.”

She added: “At Silver Travel Advisor, we are seen to be ‘walking the walk’, offering expert, impartial, peer-to-peer travel advice, guidance and support which resonate strongly with our members and target audiences.

“Silver Travel Advisor aims to inform and inspire the over-50s to explore the world on their terms.

“There is now an opportunity to widen the appeal of Silver Travel Advisor within the over-50s segment and we look to the new logo and messaging to keep the brand feeling fresh, relevant and trusted as we enter our next decade.”

The new branding will be seen for the first time with the September edition of Silver Traveller – the brand’s 64-page magazine delivered to members in print and digital format.

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