It’s not often we can work on a project which allows us to start at square one. Durham Green led Highway 101 to examine not only retirement village marketing, but also to take a fresh look at the potential target market and the media required to capture their attention.

We began by researching the market, here and abroad. Next, we conducted in-depth phone research with existing residents. We then attended an Open Day at the village, to talk to potential owners and their (adult) children. All this provided us with invaluable background information. Firstly, we discovered that very few people think ‘old’ (regardless of their age).

There’s no need to patronise either the residents (or their influential offspring) with cliched images of handsome old couples, walking into the sunset, hand in hand.

Secondly, we learned that Durham Green had an awful lot going for it. Everyone we spoke to loved the modern, spacious homes, the friendly atmosphere and the location (set in a country village, but just 10 minutes away from everything they could ever need).

Time and time again we heard the phrase – “it ticks all the boxes.”

Of course, we spend our working lives looking for at least one strong selling point. Here, we were given a plethora of them. The result was a campaign that centred on the fact that Durham Green wasn’t perfect, but pretty close to it. (Hopefully, the ads will speak for themselves.) Unquestionably, the direction of the marketing campaign wouldn’t have been possible without the upfront research. This revealed that a retirement village isn’t just about real estate – it’s also about people, humanity, humour and reality.

Certainly, retirement living is aimed at the older generation. But, like everyone else, they don’t want to be confronted with old ideas.