Operating since 1991, the Victorian Seniors Card program acknowledges and celebrates the contribution seniors have made and continue to make to our communities and the State of Victoria. The program encourages older people to keep active and engaged in the community by providing incentives and making it more affordable to get out and about.
The Victorian Seniors Card program has the largest database of Victorians aged 60 and over. There are over 1.4 million Victorian Seniors Card members who are 60 years and over. Around 1,500 new card holders join the program each week. Women are 55 per cent of card holders and 45 per cent of card holders are men.
Free marketing opportunities – become a Seniors Card & Carer Card Participating Business
By participating in the Victorian Seniors Card and Carer Card programs, your business can reach over one million Victorian Seniors Card holders, Senior Business Discount Card holders and Carer Card holders. Your reach has the potential to go even further as most discounts are also offered to over 3.2 million Seniors Card holders Australia-wide.
Join the program by submitting a discount. Then display the "Seniors Card and Carer Card Welcome Here" sign at your place of business.
Paid marketing opportunities
Direct mail and Electronic direct mail: reach seniors mailboxes
Our direct mail campaigns can reach 800,000+ eligible card holders, and our Electronic direct mail can reach over 650,000 card holders.
These campaigns are:
- highly targeted to match your needs
- easily measured so you can track your sales and information requests
- personalised
- exclusive to Card holders
- creative and marketable communication pieces
- convenient for your audience who can read at their leisure.
Online advertising
50% of over-55s use the internet at least once a day. Is your business connected to the fastest growing group of internet users?
With more and more older Victorians visiting Seniors Online each month, advertising is a powerful and direct way that your business can reach seniors.
Advertisements in the Seniors Card holder ‘Welcome Packs’
Around 1,500 seniors join the Victorian Seniors Card program each week, and around 15,000 seniors who work 35 hours per week join the Seniors Business Discount Card program each year. Most of these seniors have recently turned 60. This is a great opportunity for businesses to communicate with the Baby Boomer market.
There are two printed Welcome packs- one for Seniors Card holders and one for Seniors Business Discount Card holders. These are distributed to new cardholders with their Seniors Card and is a unique direct mail opportunity for you to reach seniors as they join the program.
In person marketing
The Victorian Seniors Festival
This high-profile annual statewide event for Victorian seniors has run annually for many years and celebrated 42 years in 2024. The Festival has a key role in promoting and encouraging seniors’ participation in the community.
The Victorian Seniors Festival is an umbrella-style festival encompassing a huge array of events across the state. We produce flagship events held in the CBD and in regional Victoria, and our partners, including all 79 Victorian councils, present face-to-face events statewide across the month of October.
Eight days of free public transport is usually provided to Victorian Seniors Card holders from the first Sunday in October.
Reviewed 13 May 2025