Following an extensive pitch process, travel giant Saga Holidays has appointed KBC PR & Marketing to handle their UK consumer PR brief.

Saga Holidays is widely recognised as a specialist in the over-50s market for both land and cruise holidays. KBC’s brief is to continue revitalising the brand’s image to appeal to a new generation of over 50s, to attract first time buyers and raise awareness of Saga’s lesser known exotic destinations such as Borneo, Bolivia and Patagonia.

KBC Account Director Tanya Hillman will report to Carl Catterall, Communications Manager for Saga Holidays.

The three-way pitch saw top travel specialists Four BGB, Rooster and KBC vie with each other for the business, which was previously handled by Brighter.

KBC’s current client list includes destinations Atlantic Canada, Destination DC & the Capital Region USA, Discover New England and the Florida Keys & Key West, plus commercial clients DirectFlights.com, Follow the Camino, Loews Hotels, Select Apartments and Travel City Direct, part of the Virgin Holidays family.