M by Montefiore

Challenge

In developing the strategy a number of challenges needed to be addressed; firstly, how to present this new style of living to a generation of staunchly independent baby boomers who may have difficulty rationalising living in a development traditionally associated with aged care. Secondly, how to sell a Randwick location to an audience located predominantly in the exclusive, harbour-side eastern suburbs of Sydney. The market also posed challenges with a number of competing luxury independent living options available in the area, coupled with a flood of recent negative PR in the retirement living sector. 

Approach

A new sub-brand has been created to reflect this new product offering. M by Montefiore, is a signature luxury and amenity rich product evoking a step up in lifestyle rather than a compromise in either location or independence. Leveraging Montefiore’s well-respected heritage, communications place emphasis on the integrity of the organisation to negate negative market sentiment.

The campaign emphasises the personal empowerment of being able to scale up or down to different levels of care as residents get older. Lifestyle choices of current residents are showcased to show future residents that the best is yet to come.

A luxurious design execution is married with CGIs which bring the product and amenity to life, plus location shots showing that the best of the Eastern Suburbs is still right on residents’ doorsteps.   

Results

“Hoyne has excelled in creating a sleek, unified campaign for M by Montefiore that spans all creative and marketing collateral, CGIs and video, website, display suite and print and outdoor advertising. The campaign has been hugely successful in reaching a highly targeted, premium audience for the launch of our luxury retirement apartment development. More than 30% of apartments are already reserved ahead of construction – an exceptional result for the independent living market.” – Robert Orie, CEO, Montefiore