Award-winning campaign for a niche market

Background

Retirement Security Limited (RSL) called CW after one of our satisfied customers recommended us to the Stratford-based company (always a pleasing way to meet new clients!).

When we first met in 2008, RSL successfully managed 29 Very Sheltered Housing developments across England and Wales. However, it was embarking on a new venture – designing and building a unique, luxurious retirement development of its own.

The brief

The new development, called Margaret Court, consisted of 44 apartments and six bungalows and,
when complete, it would be RSL’s crowning glory.

RSL summed up the vision as ‘simply the best retirement housing to be found anywhere in England’ and CW was tasked with creating a brand and raising awareness among the target audience to reflect this lofty ambition…and sell the properties!

The challenge

When CW was called in, building work had already begun on the site, in Tiddington, near Stratford.
This made time a key factor, meaning that CW had to understand the ethos and concept of Margaret Court very quickly.

CW also had to quickly appreciate the unique nature of the retirement property market and how it differs from other housing sectors.

CW'’s approach

With time so critical, CW was very clear about the priorities – while the creative design team tackled the branding, CW’s account managers and strategists put together a detailed, full marketing campaign for
the launch.

The brand used a simple, clean approach, with stylish and unfussy fonts, light colours and natural imagery.

This helped position Margaret Court as an aspirational place to live – standing out from much of the competition, which too often makes retirement housing appear drab and even foreboding.

Once approved, this brand was applied to a full suite of marcomms activity, from advertising hoardings, signage and sales brochures, to press releases, adverts and a Margaret Court website.

The campaign culminated in a successful launch event for the Margaret Court sales brochure.

The results

Margaret Court opened at the end of 2009 and, already, more than half of the 44 apartments have been bought or reserved.

In addition, CW won a national award for the campaign, with account manager Dan Kendrick named Most Effective Press Officer in Over 50’s Housing in the UK 2009 by the industry-leading ‘Over 50’s Housing’ magazine.