Maderia has enhanced its travel marketing campaign with particular emphasis on people over 55. The move follows last year’s launch of the “Experience Madeira for yourself” campaign, which was based on the message that the sub-tropical Atlantic archipelago, which had struggled, perhaps unjustly, with a somewhat staid image, had everything from mountains to sea and culture, making it a destination for everyone. With its rich variety of vivid flora, banana trees growing alongside vineyards, plus superb and sometimes dramatic hiking on a network of irrigation channels called levadas, that message is well justified. But now its Promotion Bureau has segmented its content, including a specific focus on the needs and preferences of 55-65 age group. Asked why it specified those ten years it said: “Madeira maintains its positioning, that is, a destination for everyone with activities for all ages. Madeira’s intention was to extend the age represented in the “Experience Madeira for Yourself” campaign in order to be more representative of all audiences. Although we have people in the campaign who represent a younger age group and now those who are aged between 55 and 65 years old, the main objective is that any target that sees this campaign can identify with it.”