Top end of town ad agency M&C Saatchi has created a repositioning of retirement villages and Ryman in particular, with fun.
Live Remarkably is the latest campaign by the continuum of care operator.
Ryman owns and operates eight villages with six having aged care centres in operation in and around Melbourne. In addition, it has five sites approved for development.
M&C Saatchi Group were appointed as Ryman Healthcare’s creative partner in September last year. The campaign will run across TV, radio, print, digital, outdoor, and in targeted locations like GP offices.
“Our “Live Remarkably” campaign is all about capturing the spirit of freedom and independence that is the hallmark of life at a Ryman village,” said Ryman Healthcare’s General Manager of Marketing – Australia, Jade Lindrea Jones.
“Retirement is a really complex and competitive category, and there are lots of negative stereotypes and tropes about the sector out there.”
“This campaign dispels those myths and really captures the essence of what life at our villages is all about. Our residents aren’t winding down and reflecting on a life well lived, they’re throwing themselves into the most joyful and fulfilling period of their lives. This campaign not only shines a light on that, it does it in a really fun, creative way that will make you laugh out loud.”
With its retirement villages being at 98% capacity, the New Zealand-based operator is a leader in the Victorian sector.
