TUI seeks over 50s adventurers for film initiative
TUI UK is seeking over 50s adventurers to take part in a documentary-style film shoot designed to challenge perceptions of ‘middle aged’ people.
It is searching for a couple, friends and a solo traveller for a project called ‘The Travel Diaries’, where they will test out~a new, action-packed tour of South Africa, capturing their experience on film.
The project comes off the back of TUI research which revealed that ‘far from being stuck in a middle-aged rut’, today’s 50 year olds are ‘living life to the full’.
But many feel misrepresented by brands with a fifth believing the common depiction of middle age in advertising is totally wrong.
"We all have an idea of what we perceive over 50s do and think – and this stereotype is often informed by movies, TV and advertising," said a TUI spokesman.
"We know there’s a whole group of middle agers who are energised adventurers and this latest study shows middle age is an active and social time of life.
"It’s a time where many have fewer responsibilities as children have grown up and flown the nest, as well as having more disposable income than they did when they were younger.
"The lifestyles of over 50s are reflecting this and brands need to learn more about the age group to make sure the image they show of this generation is correct."
Describing what the company is looking for, the spokesman added: "I guess you could say we’re looking for the next Michael Palin – an adventurous personality who is curious and comfortable on camera.
"They don’t need to be film experts, this isn’t about making a movie.
"We want them to record their real, authentic experiences and ‘tell it like it is, from meeting the locals, encountering the wildlife and tasting the food."
The competition closes on July 14. Please see www.facebook.com/TUIUnitedKingdom to enter.
Bev
Editor in chief Bev Fearis has been a travel journalist for 25 years. She started her career at Travel Weekly, where she became deputy news editor, before joining Business Traveller as deputy editor and launching the magazine’s website. She has also written travel features, news and expert comment for the Guardian, Observer, Times, Telegraph, Boundless and other consumer titles and was named one of the top 50 UK travel journalists by the Press Gazette.
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