ALE HERZLIYA

Think a cultural center for seniors can’t have a fresh vibe? Think again.
When we stepped in, we realized that the best things actually kick off at sixty!

The Aleh Herzliya Association serves two distinct audiences:

Young retirees – who enjoy a variety of social, cultural, sports, and leisure activities.
Senior citizens – who benefit from a supportive framework through the association’s day centers.

The challenge was to market a wide range of activities to young retirees—including sports programs, lectures at the association’s college, and various enrichment courses—while maintaining a distinct digital presence for the senior audience.

Our first task was to establish a cohesive brand identity across all digital platforms, streamline the social media presence by consolidating pages, and create a clear differentiation between the day centers for senior citizens and the afternoon enrichment programs for younger retirees.

The Aha Moment

Through a short micro-branding process, we crafted a storytelling approach for the young retirees, branding them as “Young at 60+”—a fresh perspective highlighting the positive aspects of this life stage.

At the heart of the narrative we developed, “The Best Things Start at 60,” is the idea that turning 60+ means fewer obligations, less work, and no more raising kids—leaving more time to explore new passions and do what you truly love. This concept became the foundation for a successful campaign, alongside organic social media content that showcased the association’s activities in a way that resonated with this audience.

The senior citizens and day centers also received a dedicated marketing strategy, with campaigns tailored both to seniors and their adult children. Social media content for this audience focused on practical and engaging topics, including nutrition, age-appropriate physical activity, leisure recommendations, and more—ensuring relevance and value for their everyday lives.