Ryman retirement community has partnered with M&C Saatchi Group for its new creative campaign, which shows prospective villagers how to ‘Live Remarkably’.
The Live Remarkably campaign aims to demonstrate that people who choose to live at Ryman have made a remarkable choice that allows them to live their most remarkable life.
“The third age of your life is not a time when things slow down. You have the time, means and freedom to do new things,” Jade Lindrea-Jones, general manager marketing at Ryman Healthcare said.
“We are champions of that third age. Ryman has been in Australia for 10 years, building premium retirement living. We are delighted to launch the new ‘Live Remarkably’ brand platform for Ryman to encourage future residents to explore the possibilities.”
Emma Robbins, executive creative director at M&C Saatchi said of the campaign: “Live Remarkably is both playful and luxurious. It evokes aspiration and is about making our future and current residents feel special, instead of old.
“This campaign reframes what it means to retire. Changing our mindset of retirement from being an end to being an exciting beginning – and Ryman creating a place for that beginning in life to be remarkable,” she added.
Last year, Ryman Healthcare appointed M&C Saatchi Group specialist agencies, including M&C Saatchi Agency, Resolution, Re.Design, M&C Saatchi Sport & Entertainment, Precision and Bohemia, to create a bespoke agency model.
The aim of the bespoke agency is to drive group brand strategy, creative, PR, events and media connections planning and buying along with measurement and evaluation.
The ‘Live Remarkably’ brand platform is now in the market across multiple channels.
At the time of the account win, Michael McEwan, M&C Saatchi AUNZ CEO, said: “We are thrilled about this partnership. This is another example of our capabilities across media, strategy and creative services coming together as one team to support our client, their staff and people they care for.
“With the combination of M&C Saatchi and Bohemia, we look forward to seeing impactful outcomes for Ryman to deliver on their big ambitions around growth, and reframing retirement and aged care living in Australia.”
See also:
Bohemia wins media account for retirement living provider Ryman Healthcare
M&C Saatchi Group is appointed to Ryman Healthcare Australia