This year marks 30 years of the South Australian Seniors Card! To celebrate, we have taken snippets from the extensive history and compiled it here for you. The program was introduced in 1993 and has since accumulated over 410,000 Seniors Card members.
Starting in 1993, the first Seniors Card members were Mrs Victoria Grima and Mr Kenneth Albert Harris. Now in 2023, we have over 2,000 new Seniors Card members every month. Learn about a few of our inaugural business partners, the transition to create WeekendPlus as it is today, how the Seniors Card Discounts & Deals Directory has evolved, and more!
1993
The enhanced South Australian Seniors Card was launched in July 1993 and was provided to Australians citizens who were 60 years of age or more and not working more than 20 hours per week.
Card holders 0000001, Mrs Victoria Grima and 0000002, Mr Kenneth Albert Harris, attended the launch event and were presented with their Seniors Cards.
- Card holder 0000001 – Mrs Victoria Grima. Born in Malta in 1911, Victoria lived in Egypt as a young girl and came to Australia in 1927. She married in Adelaide and at the time of applying for a Seniors Card (at 81), had 3 daughters, 6 grandchildren and 12 great-grandchildren. Her hobbies included reading, sewing and travel. She was involved in community work with the Coglin Street Senior Citizens Club.
- Card holder 0000002 – Mr Kenneth Albert Harris. Born in Adelaide in 1908, Kenneth lived in the “square mile” of Adelaide all his life. He married in Adelaide and had 2 children, grandchildren and great-grandchildren. He worked as a motor trimmer at John Dawson and Sons Body Builders for 30 years. As a boy, Kenneth spent a lot of time trapping rabbits in the West Terrace Cemetery and sold them for 4 pence each.
Duplicate copies of the first two Seniors Cards were produced for records.
Image: Seniors Card 0000001
The colour and design of the enhanced card was consistent with that of the Victorian and NSW Seniors Cards, using the Seniors Card “symbol” developed by Victoria – the same Seniors Card logo is still used today by all Australian Seniors Card jurisdictions.
For lost cards, a replacement fee of $10 applied – this remained until 2007.
An annual directory of discounters was produced by the Seniors Card Unit in the first year and was posted to Seniors Card members.
Image: Cover of the first South Australian Seniors Card Directory, 1993-94
Inaugural business partners included:
- Hoyts Cinemas and Greater Union
- McDonalds, Pizza Hut and Sizzler
- Beaurepairs and Bob Jane T-Mart
- National Pharmacies
Image: Newspaper clipping from the Port Lincoln Times, 29 July 1993
1994
During the first 12 months of the enhanced Seniors Card, membership increased to 230,000.
1995
The Seniors Card Benefits Directory expanded to include a full-colour Leisure Book, promoting tourism, recreation and leisure opportunities for members. It was posted to Seniors Card members.
Image: Cover of 1995-96 Seniors Card Directory
1996
The first Seniors Card newsletter, Scribbles, was launched (hardcopy).
Image: The second edition of Seniors Card Scribbles newsletter, October 1996 (first of two pages)
2007
The replacement fee of $10 for lost Seniors Cards was scrapped. New and replacement Seniors Cards were now issued free of charge.
Image: Seniors Card application form, 2007
2008
On 10 December 2008, the Seniors Card online application form was launched.
2009
There were 275,000 Seniors Card members and 300 business partners offering discounts to members.
On 1 July 2009, free off-peak travel on Adelaide Metro public transport services was implemented for Seniors Card members.
Image: The Advertiser, July 2009
The Seniors Card Unit introduced free listings for regional business partners in the Seniors Card Discount Directory to boost the number of businesses in regional South Australia that offer discounts to members. In the first year, nearly 70 businesses and services located in outer-metropolitan Adelaide and regional areas of South Australia took advantage of the opportunity.
Image: Business partner recruitment advert
The Seniors Card Unit commenced development of the first Seniors Card e-newsletter.
Image: Potential names for new Seniors Card e-newsletter
2010
There were 305,000 Seniors Card members.
The 2010 Seniors Card Discount Directory had a new look and feel, with the introduction of colour, contents, index and more information for members.
The Directory was posted to members, and for the first time, was available to view as a PDF document on the Seniors Card page on the SA Government website. Throughout the first year, there were around 5,000 monthly views of the online Directory.
As a result of a reciprocal agreement between the states and the Commonwealth, Seniors Card members are entitled to concessional travel rates on interstate public transport anywhere in Australia (excluding Western Australia).
In September 2010, Seniors Card members with an email address (29,000) were given the opportunity to opt-out of receiving a Directory by mail, with many choosing to view it online instead. In the first three months, more than 10,800 card members opted-out (with the main reason being environmental). They were also asked if they would like to receive emails with discounts and special offers from business partners.
The Seniors Card application form was updated to include the option to opt-out of receiving a hardcopy Directory or receiving special offers.
2011
There were 316,000 Seniors Card members.
The first Seniors Card e-newsletter, Plus! was launched with 20,000 subscribed Seniors Card members. Plus! was emailed bi-monthly to subscribers as a PDF document and included one or two articles of interest and one or two competitions.
Image: First edition of Plus!, Seniors Card e-newsletter
On 1 July 2011, a reciprocal arrangement between the South Australian and New Zealand Governments was formalised meaning Seniors Card members can access discounts from businesses in New Zealand and SuperGold Card holders (New Zealand’s equivalent) are able to access discounts from participating businesses in Australia.
The Seniors Card Unit started publishing more up-to-date information about business partners and discounts on the Seniors Card page of SA Government website. Business partners that joined the program throughout the year were listed each month (in addition to those listed in the annual Discount Directory) and business partners were able to offer short-term exclusive discounts and special offers.
2012
There were 324,000 Seniors Card members and 40,000 subscribed to Plus!
All existing Seniors Card members received a new Seniors Card in the mail. The new card was issued at no cost and incorporated smartcard technology for use on Adelaide’s new Metrocard public transport electronic ticketing system.
Image: The Advertiser article, March 2012
The Seniors Card photographic competition was launched where the winning image was published on the cover the 2013 Seniors Card Discount Directory and other images were used throughout the Directory and other publications.
2013
There were 335,000 Seniors Card members and 48,000 subscribed to Plus!
In February 2013, WeekendPlus was launched in a magazine-style digital format as a fresh approach to providing lifestyle information targeted to the 60+ audience. The first edition of WeekendPlus was emailed to 48,000 subscribed members.
Image: Cover of first edition of WeekendPlus
Around 50% of new applications for a Seniors Card were completed online.
In the nine months of the new dual-use Seniors Card and Metrocard, more than 115,000 unique Seniors Card members used their card on public transport, with more than 4 million validations being recorded during the period.
2015
There were 362,000 Seniors Card members and 50,000 subscribed to WeekendPlus and special offers.
For the first time, the Seniors Card Discount Directory was not posted to all Seniors Card members. Instead, it was available from one of over 400 collection points across the state, such as local councils, MP offices, libraries and community centres. This initiative saved nearly $250,000 in the first year.
The online version of the Directory was redeveloped in an interactive, searchable and easy to navigate format, with hyperlinks to each business partner’s website.
2016
There were 370,000 Seniors Card members and 55,000 subscribed to WeekendPlus and special offers.
The annual Seniors Card photographic competition was rebranded to Through the Lens and introduced an exhibition of the winning images so the public could view the photos.
2017
There were 384,000 Seniors Card members, 60,000 subscribed to WeekendPlus and 70,000 subscribed to special offers.
Around 70% of new applications were done online.
Five EDMs (email) and four DMs (post) were sent to subscribed members containing discounts and special offers from business partners.
In July 2017, the branding of WeekendPlus was revamped to better reflect the tone of the publication and to make the content clearer for readers.
2019
There were 395,000 Seniors Card members, 75,000 subscribed to WeekendPlus and 85,000 subscribed to special offers. There were over 700 business partners offering discounts to members.
Around 85% of new applications were done online.
A revamp of the iconic Seniors Card brand was launched, including the introduction of the “time to…” tagline and the introduction of the four “brand characters”, affectionately known as surfer, sax man, ballerina and garden lady.
The Seniors Card SA Facebook page was launched.
During 2018 and 2019, nearly 50 EDMs (email) were sent to subscribed members containing discounts and special offers from business partners.
2020
There were 400,000 Seniors Card members, 80,000 subscribed to WeekendPlus and 92,000 subscribed to special offers.
Around 90% of new applications were done online.
The Seniors Card Unit sent 40 EDMs to subscribed members through 2020, with special offers from business partners and several important COVID-19 messages from SA Health.
Following years of feedback from members to have more digital options, the Seniors Card Unit launched Seniors Card member online services. Seniors Card members can update their details and request a replacement card online.
2021
There were 405,000 Seniors Card members, 95,000 subscribed to WeekendPlus and 116,000 subscribed to special offers.
The Seniors Card Unit sent 44 EDMs to subscribed members through 2021 with special offers from business partners.
Around 93% of new applications were done online.
The flipbook/magazine format of WeekendPlus was not accessible to view on smartphone and tablets so development of a new Seniors Card website commenced to ensure all information was presented in an accessible and user-friendly way, with WeekendPlus as its flagship. The last edition of WeekendPlus in the flipbook/magazine format was published in December 2021.
2022
There were 410,000 Seniors Card members and 100,000 subscribed to WeekendPlus and 120,000 subscribed to special offers.
Around 95% of new applications were done online.
The Seniors Card Unit sent 71 EDMs to subscribed members through 2022 with special offers from business partners.
The new Seniors Card website was launched – www.seniorscard.sa.gov.au. The website includes all WeekendPlus content and a Discounts & Deals Directory with search and filter functions.
From 1 July 2022, Seniors Card members can access free public transport all day, every day on Adelaide Metro public transport services.
Image: Social media promotion of free 24/7 public transport for Seniors Card members
2023
At June 2023, there were 412,000 Seniors Card members, 106,000 subscribed to WeekendPlus and 126,000 subscribed to special offers.
In the first six months of 2023, the Seniors Card Unit sent 36 EDMs to subscribed members with special offers from business partners.
On 10 March 2023, the Seniors Card program celebrated the 250th edition and 10 years of WeekendPlus.
On 29 July 2023, the Seniors Card program celebrated 30 years since the card number 0000001 was issued to Victoria Grimes.
In October 2023, we celebrate 30 years of the Seniors Card program and the inaugural Week of Ageing Well in South Australia.
In October 2023, the Seniors Card website launched new and exciting features including better search and filter functionality for Discounts & Deals.
2024
For those wanting to do more online, look out for some helpful tutorial videos to help you find Discounts & Deals and get the most out of WeekendPlus.