Home National Retirement Living Awards Marketing Excellence
Channel Marketing Group Award for Marketing Excellence
The Award for Marketing Excellence is for village operators and/or companies that have effectively marketed their products and services to prospective residents, leading to an increase in inquiries and/or sales.
There are now two categories available for nomination:
- Large operator >1,000 ILU
- Small operator <1,000 ILU & Not for profit
The cost to enter this award was $950 including GST.
Nominations close midnight 15 November 2024.
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Large operator >1,000 ILU 2025 finalists
Parkside Carindale - Welcome to the Vista Residences
Aveo
The Welcome to Vista Residences campaign for Parkside Carindale leveraged the expertise of the Aveo team and positive responses from previous stages. With a customer-sensitive approach, it built a robust database of confident prospective
purchasers. The campaign met and exceeded its objectives, and the Vista building was embraced by retirees with all 100 apartments selling within a record 12 months and with more than 50% of units selling off the plan before practicalcompletion, demonstrating a strong market launch.
Aveo's "Retirement living with a little extra support" campaign
Aveo
The “Retirement living with a little extra support” campaign used a research-led approach to engage retirees and their loved ones, facilitating conversations about support needs and connecting them to Aveo’s serviced apartments or care-at-home options. A cross-media strategy with high reach, engaging content shared real-life stories across multiple touchpoints. The campaign exceeded its objectives, assisting many families to start a conversation about care and generating 4,787 enquiries (Target: 4,000 leads) and 1,846 discovery tours resulting in 220 deposits.
Arcadia Group West Australian Symphany Orchestra (WASO) Series
Arcadia Group
Champagne, fine evening wear, canapes and world class instrumentalists. You could believe you are travelling abroad but for our residents, this is just one of the many benefits of living in an Arcadia Group Community. Welcome to the Arcadia Group West Australian Symphany Orchestra Series. A series of world class concerts that were broadcasted to all Arcadia Group Communities. The program resulted in strong lead generation, word of mouth and a hive of activity that generated strong sales.
Keyton Launch Campaign
Keyton
In June 2023, Keyton launched to market as a forward-thinking leader in the retirement living industry, demonstrating excellence in the category. The campaign told the Keyton story, establishing the new company vision borne from the strength of 30 years’ sector experience. Central to the new brand was the positioning, A confident choice, aimed at instilling trust and providing confidence to customers, residents and staff.
'It's Your Journey' 2024 New Year Campaign
RetireAustralia
RetireAustralia’s ""It’s Your Journey"" campaign took a bold step beyond the sector’s typical advertising approach, using a driving analogy to illustrate central themes of independence and care creatively. With a mix of traditional and digital media, the $1.385M campaign achieved a 23.3% uplift in leads while reducing the cost per lead by 31%. Through clever use of relatable cues, a live-action filming style, and a genuine narrative and tone, the campaign quickly resonated with audiences and overachieved against the target.
BlueCare Full of Living
BlueCare
The "Full of Living" campaign successfully extended BlueCare’s refreshed brand identity into Retirement Living, showcasing how life in a BlueCare community is vibrant, fulfilling, and “full of living”. Evolving from the previous ""Feels Like Home" narrative, the campaign used real resident stories to highlight a lifestyle that goes beyond comfort. Achieving 3,020 leads (10% above target) and 207 settlements, the campaign increased unaided awareness from 9% to 12%, establishing BlueCare as one of Queensland’s leading retirement living provider.
2024 Marketing Excellence – Large Operator >500 ILU
Aveo Will Retirement Living Suit You? Campaign
- Nominated by Aveo
Moving to retirement living is a major life decision that can be filled with emotion and questions. Aveo’s Will Retirement Living Suit You? campaign allows retirees to seek answers to their questions. In a synchronised, multi-channel campaign, retirees are invited to tour Aveo communities and experience retirement living frst-hand at Open Home events. With 2,653 leads generated in 18 months to date, the invitation to look inside champions the benefts of retirement living and resonates across regional and metropolitan areas.
2024 Marketing Excellence – Small Operator <500 ILU & Not-For-Profit
Bluecare’s ‘Feel at Home’ Campaign
- Nominated by BlueCare
Blue Care’s Feel at Home campaign rose to the challenge of not only accurately and honestly representing its diverse portfolio of retirement villages – from resort-style living in regional Queensland to affordable homes in suburbia – but surpassing its sales and enquiry targets by 100 settlements and 900 enquiries, and achieving the enviable rank of second-most recognisable retirement living brand in Queensland.
36 villages. 5 geographical regions. 12 months to meet a sales target of 205 settlements.
