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SARASOTA, Fla.-(Business Wire)-July 25, 2007 - What do Hugh Hefner, Goldie Hawn, Richard Branson, Arnold Schwarzenegger, Sylvester Stallone and John Travolta all have in common? According to a recent survey completed by Sarasota-based Clarke Advertising and Public Relations, they are celebrities who best exemplify what it means to be "Young at Heart(TM)," or YAH.

"Those who are Young at Heart share several key characteristics," says Stephanie Kempton, Research Director, Clarke Advertising and Public Relations. "Typically, this group sees themselves as 10 and even 40 years younger than their actual age and they enjoy many careers, adventure traveling, extreme sports and lifelong learning."

Clarke, experts on the psychographics of YAH consumers and the science of marketing to "young people in aging bodies," conducted the survey last month on national Baby Boomer Recognition Day (June 21) in downtown Sarasota. The day honors the contributions of the baby boomer generation, which is comprised of people born between 1946 and 1964. Sarasota is an ideal location for researching YAHs since it is home to nearly 123,000 boomers, or one-third of the county's population.

As part of Clarke's research effort, event attendees shared why they feel Young at Heart at the agency's video confessional booth that was set up downtown. For those who were camera-shy, they logged onto www.allaboutyah.com to share their thoughts online. And 162 people were surveyed on which celebrities they felt best represented several distinctive YAH segments. The survey's top results follow:

— Forever Young - acting younger than what is stereotypical: -0- *T 1. Hugh Hefner, 81, Editor-in-Chief of Playboy 2. Demi Moore, 44, actress married to Ashton Kutcher, 15 years her junior 3. Rod Stewart, 62, singer who became father of his seventh child at age 60 *T

— Grandparenter - Baby boomers or older who are taking a more significant role in their grandchildren's lives: -0- *T 1. Goldie Hawn, 61, actress and "Glamma" to Kate Hudson's son 2. Blythe Danner, 64, actress and grandma to Gwyneth Paltrow's children 3. Steven Tyler, 59, lead singer of Aerosmith and grandpa to Liv Tyler's son *T

— Adventure Traveler - YAHs who are avid travelers and enjoy adventure sports: -0- *T 1. Richard Branson, 57, Virgin Records mogul, who often attempts to break world records 2. John Travolta, 53, actor and pilot; owns several private planes and has a home runway 3. Jimmy Buffett, 60, singer/musician and pilot *T

— Unretiree - YAHs of or near retirement age who are still working or endeavoring on new careers: -0- *T 1. Arnold Schwarzenegger, 59, bodybuilder, actor and current governor of California 2. Paul Newman, 82, actor and founder of Newman's Own 3. Diane Keaton, 61, actress and spokesperson for L'Oreal *T

— Reinvented Jock - YAHs keeping active by taking up new sports, staying fit and healthy: -0- *T 1. Sylvester Stallone, 61, retrained for sixth installment of Rocky in 2006 2. Madonna, 48, singer and well-known yoga and Pilates devotee 3. Jack LaLanne, 92, longtime fitness and nutritional expert *T

— Affloridian - Affluent YAHs in Florida, either full- or part-time residents, who embody the above characteristics: -0- *T 1. John Travolta, 53, part-time Ocala resident and actor 2. Dick Vitale, 68, Sarasota resident, basketball coach and sports broadcaster 3. Gloria Estefan, 49, Miami resident, singer and Latin music star *T

"Understanding people psychographically is the only way to discover what makes someone Young at Heart and what makes someone 'old,'" says Bill Pierson, CEO/Principal, Clarke Advertising and Public Relations. "Baby boomer is a demographic classification. Young at Heart is a psychographic classification. With baby boomers spending more than $2.1 trillion every year, it's important for marketers to understand how these people behave."

Founded in 1987, Clarke Advertising & Public Relations is the agency that gives clients the confidence to believe in the power of great ideas. The largest agency in southwest Florida, Clarke has annual billings of over $20 million. For Smart Thinking, more information about this survey or the Young at Heart, call 941.365.2710 or visit www.clarkeadvertising.com.