Australian online home of the baby boomer, Starts at 60, is rolling out a new ecommerce platform for online shopping and travel, supported by a national TVC and print campaign designed to build awareness among digitally-savvy over-60s.

The new platform offers great deals and curated online shopping at the Starts at 60 Marketplace, travel packages and national full-service agency at Travel at 60, and content to help navigate retirement at Starts at 60 News.

The campaign, featuring comedian Jean Kittson who recently joined Starts at 60 as ambassador, is packed with comedy designed to explicitly appeal to the baby boomer generation.

Starts at 60 founder and CEO, Rebecca Wilson said the company is proud to serve over-60s and wants this generation to see vibrance and sarcasm in the advertising campaign.

“Jean scripted a lot of the campaign herself, working with the theme ‘a million Aussie Boomers ready to spend the kids’ inheritance’ on online shopping and travel, and the humour is spot on,” she said.

“At 25% of the population, over 60s are a powerful and exciting mass consumer audience, and frankly, in 2021 they’re just as interested in ‘new’ and ‘awesome’ products as everyone else. They’re using the internet as their primary decision-making tool and shopping online more than ever.

“The key difference between this generation and others is they have discretionary money to spend and fewer brands speaking to them directly. We’re proud to create a platform where they can safely and enjoyably find products and travel that suit their needs and wants.

“The emerging digital-savvy Baby Boomer is an exciting consumer and we’re finding tremendous growth in travel, finance, health and leisure. Covid disruptions are only leading to greater digital opportunities,” Wilson continued.

The TVC was co-produced by Seven Red Productions and Starts at 60 marketing team, with the web and print creative design and advertising by Niche Studio. The campaign has launched across broadcast, digital, press and Starts at 60 social channels.