AARP today is officially launching LifeReimagined, an online destination aimed at helping the 50-plus demographic reinvent themselves with tools and advice for career, health and relationships.
The website is free for anyone who registers and not just for AARP’s 37 million members nationwide. The effort includes the creation of the Life Reimagined Institute, an “incubator of transformational processes, methodologies and insights housing the world’s leading experts in personal development, aging and transitions.”
The advocacy group held an event Tuesday night in Manhattan, featuring two of the program’s brand ambassadors: Former football star Dan Marino and music/entertainment mogul Emilio Estefan, who mingled with a group of bloggers and spoke of their careers and life experiences. The event was co-organized by Miami-based ad agency República and AARP’s Hispanic agency of record, d’expósito & Partners of New York.
LifeReimagined is the latest in a series of programs undertaken by AARP to rebrand -or reimagine- itself: “We don’t want to be seen merely as an organization for the elderly,” said Lorraine Cortés-Vázquez, executive vice president for Multicultural Markets & Engagement at AARP. “We are innovative; we are cool and we want to show it.”
The website is currently only available in English, but AARP confirmed it will soon include a “special landing page” in Spanish.