The new Experience is Everything campaign will launch on Friday (29 October) with a 60-second advert during Midsomer Murders on ITV featuring Game of Thrones and The Crown star Nicholas Farrell.

In a bid to "show the more positive side of getting older", Saga will run a campaign of digital, television and print adverts up until December.

The initiative will offer its travel agent partners a range of advertising assets in the build up to the launch to utilise to help sell the Saga Cruises brand.

Stuart Beamish, Saga Group chief customer officer, reported that the company’s customers have said that they don’t see their lifestyles reflected in films, TV, adverts or wider society.

"This isn’t about pretending to be young again but about valuing their experience on its own merits both for themselves as individuals and for wider society," he added.

Beamish also praised the travel trade and its relationships with clients to help Saga reshape its brand message.

"The travel trade have been fantastic for Saga," he continued. "First and foremost because of the quality of their relationships with their customers.

"In some respects, that feedback through travel agents, through our account teams and back to us, is part of the insight that has spurred us on to do this."