Today Over60, a new online lifestyle /good news site and community for seniors, has officially launched in Australia.
Already the largest online destination for over sixties in Australia, the site provides a trusted and celebratory experience paired with exclusive brand offers.
Over60 offers good news and informative features covering everything from health, travel and finance to family, pets and entertainment.
In an increasingly fragmented media market, Over60 offers a dedicated channel for marketers to target a growing and affluent demographic, with over 4.6 million Australians aged over 60.
The ABS has found the number of Australians aged over 65 is growing at 3.7 per cent annually, surpassing the growth rate of 1.4 per cent for the working age (15-64) population.
Over60 editor Alexandra O’Brien said, “We’ve created OverSixty.com.au to bring seniors together in one place to share ideas, experiences and support each other through this exciting stage of life.
“In addition to sharing personal stories from the Over60 community, we work with brands to offer our 60+ market exclusive products that are researched and developed together with our community.”
MasterCard is one of the first global brands to use Over60’s powerful reach and engaged readership to launch a new product offering. With 32 per cent of Over60 readers travelling overseas at least twice a year, Over60 Cash Passport Prepaid MasterCard, exemplifies the insight led, tailored offerings possible.
MasterCard Asia Pacific group head, prepaid management services, Rick Rose, said, “MasterCard is excited to partner with Over60 to launch the Over60 Cash Passport Prepaid MasterCard, offering seniors customised products designed to make payments safer and easier abroad. With worldwide acceptance, MasterCard products are the perfect way to achieve peace of mind while traveling.”
“The partnership with MasterCard is a great example of the compelling content and offerings tailored specifically for the Over60s audience we’re looking to work with marketers to develop,” O’Brien concluded.