ALE HERZLIYA

Think a cultural center for seniors can’t have a fresh vibe or compelling storytelling? 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 and storytelling strategy 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, supported by accessible storytelling tailored to their daily lives. This included topics as nutrition, age-appropriate physical activity, leisure recommendations, and more—ensuring relevance and value for their everyday lives.