Linda Elkins

Colonial First State is urging retirees to re-imagine their retirement, with a focus on freedom, not fear, in this next phase of their lives.

This is the core message of a new campaign launched by Colonial First State, called “Be Ready For Next”.

Linda Elkins, Executive General Manager Colonial First State, said more Australians are retiring than ever before: “For many, retirement is uncharted territory. But it’s changing: people are not just fading into retirement – they are getting ready for what’s next,” she said.

“Colonial First State believes people can feel confident about re-imagining their retirement: they are living longer, healthier lives and they can see retirement as an opportunity to follow their passions and aspirations,” Ms Elkins said.

The campaign includes television advertising, a radio campaign and sponsorship of the SBS coverage of the Tour de France in July. Colonial First State will also support the campaign with web-based content and tools and provide advisers with support and information.

“Through the campaign, Colonial First State aims to build on its position as one of Australia’s leading superannuation and retirement brands. We have a strong commitment to partnering with financial advisers and extensive relationships with retiree customers as the biggest payer of pensions behind Centrelink,” Ms Elkins said.

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