Sven’s former fancy Nancy Dell’Olio leads latest charge of the over 50s with high50

Some of us watching England play Switzerland on Saturday might have harked back to the days when the England football team was a bit more fun, with lively Swede Sven-Goran Eriksson in charge and his girlfriend, Italian lawyer Nancy Dell’Olio grabbing her own share of the spotlight.

There was much speculation at the time about Nancy’s exact age but the current story is that she’s about to turn 50 in August and has told all to new over 50s online community high50 launching this week.

This will provoke a burst of scoffing at the back from cynical journalists but we’ve all missed Nancy so we should take her at her word.

Anyway this is what high50, edited by former Sunday Times journalist Tim Willis, says it’s going to do (with a few comments from Nancy).

High50 will be both inspirational and aspirational, and will source the best promotions and discounts for the discerning – partner brands include erotica boutique Coco de Mer, Champneys spa resorts and luxury travel operator Kuoni.

In what will be the first of many guest columnists Nancy Dell’Olio writes exclusively about what turning 50 means to her:

“This August I want to celebrate my 50th birthday with two days of partying in Puglia, in Italy, where I spent many of my childhood summers. Yes, my 50th: Barack Obama turns 50 this year too. I have something in common with him: everyone’s always asking to see our birth certificates!

“50 – what’s not to like? I feel wiser, wittier and happier; I’m in the prime of my joy. It is, as I’ve said, a magical time, and magic has no age – just like my spirit. My spirit is the thing that will keep me vibrant forever. There’s an old saying that goes, “If the young only knew, if the old only could.” Well, huh. I do know, now, and I certainly can, still.

“Here’s to my fifties: you ain’t seen nothin’ yet.”

The 50-plus market will soon be the biggest, richest and most influential in the UK, by 2020 accounting for half the population. It is the fastest growing demographic using Facebook and Twitter, accounting for 31% of online users.

Well Saga’s made loads of money out of the over 50s so why not high50?

Now where’s that birth certificate Nancy?

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About Stephen Foster

Stephen is a former editor of Marketing Week and London Evening Standard advertising columnist. He wrote City Republic for Brand Republic and is a partner in communications consultancy The Editorial Partnership.