news item
13.12.2011
rhc advantage launches London’s first luxury retirement village
rhc advantage - the specialist marketing agency for mature audiences - has unveiled the launch campaign for Battersea Place, London’s first luxury retirement village.
Battersea Place has been designed to meet the needs of older people living in their own homes in London who want to downsize and plan for their future, but wish to continue living in the city. Located close to Albert Bridge and opposite Battersea Park, it will offer people aged over 60 independent living in stylish, spacious apartments and penthouses, supported by facilities comparable to those of a five-star hotel, including a bar, restaurant, pool and spa. Fully-qualified care staff will be on site 24 hours a day and there will be a nursing home wing.
The company behind Battersea Place is international retirement property specialist, LifeCare Residences. Said Marketing Manager, Amy Baker, “Battersea Place is a unique concept which needs extremely careful positioning. We were looking for an agency who understood today’s complex and sophisticated ageing population and who also had the marketing and creative skills to plan, create and deliver an exceptional campaign. We are delighted with the insight and creativity that rhc advantage has brought to Battersea Place”
The campaign includes brochures, direct marketing and press advertising. Said rhc advantage director, Mark Beasley: “Battersea Place will be an exceptional development in a fantastic location, and very different to other retirement communities in the UK. The people moving here will be wealthy and sophisticated London residents, with very high expectations. We wanted to avoid the usual clichés and stereotypes that are used when communicating with older people.“
Richard Davis, LifeCare’s CEO, comments: “In the UK we have a rapidly increasing ageing population, and in 20 years’ time one-third of all households will be 65 years and over. Currently this mature market own £1 trillion of the UK’s housing assets. As they get older, they will require extensive ongoing care and support, so there is a genuine need for them to downsize and realise their capital assets. This in turn will free up their sought-after old family accommodation for younger generations to utilise.”
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