The Sterling Aventura
When you’re selling assisted living you can’t just speak to the end user, you must connect with the all-important caretaker who is responsible for their well being. The “What assisted living was meant to be” theme I wrote at my ad agency, Gold Coast Advertising, in 2004, along with a category-breaking emotional “voice,” is still be used by the client today. Target & Objective: Invite the sons, daughters, and caregivers of aging seniors in need of assisted living to attend the Grand Opening.
Humor and warmth were used to set a friendly tone and suggest that The Sterling is not like other assisted living facilities, and that assisted living need not be associated with dire circumstances. Generate response with a “Grand Opening Lunch Invitation”, and brand The Sterling as a luxury facility by using upscale photos of amenities and food shots in a full-color brochure.