The brief

Durham Green is a retirement village development in the pretty country town of Menangle, west of Sydney.

The village had opened successfully, but they found that sales had slowed. Highway 101 was asked to develop a revised marketing strategy that would increase sales of the second stage of the development and also launch the new Aged Care Centre.

What we did

We began by extensively researching the marketplace, both here and abroad, then followed up with a research programme involving the existing residents, potential owners and their adult children, who would who would also be decision makers.

The resulting campaign was based on what we learned in research – the appeal of Durham Green wasn’t any specific element. It was about a great location, spaciousness, friendly atmosphere and management that cares about their needs.

Humour and humanity reflected the unique appeal of the village. Print, radio, Open Days and new brochures all helped drive visitors to the new website, which was written and developed with Search Engine Optimisation in mind.

The results

In a very difficult market, Durham Green has succeeded against the odds. The appeal of a ‘human’ strategy rather than a real estate-centric concept has been proven.

The new website now attractors viewers to spend twice a long on the site per visit – and, there is a 150% increase in unique visitors to the new site.