PensionBee has launched a new advertising campaign aimed at encouraging people to view retirement as an opportunity for reinvention rather than something to fear. The Born to Retire campaign will run across connected television, radio, outdoor and digital channels. The campaign is based on PensionBee consumer research, which found that travel and hobbies were the most common retirement aspirations, each cited by 64% of respondents. Jasper Martens, chief marketing officer at PensionBee, said: “Everyone deserves a retirement they can look forward to. The campaign will appear across multiple media formats as PensionBee seeks to encourage greater engagement with long-term retirement saving and planning.