UQ Business School
A mature approach to promoting over-50s lifestyle communities
Halcyon
Business
We broadcast the news that you don't have to be retired to enjoy community living
Halcyon came to Aruga with a goal: to be the national leader in lifestyle communities. There was just one problem – nobody knew lifestyle communities existed.
Aruga crafted a bespoke media and content strategy that took advantage of the abundance of homeowner stories and life experiences at Halcyon communities, from local heroes to quirky characters.
In 2021, media coverage highlights included The Australian, The Courier-Mail, 7NEWS Queensland, 9NEWS Gold Coast, My City Logan and Park Ridge News.
Aruga took Halcyon from the property pages to the front pages, bringing a human aspect to the designer features and desirable lifestyle amenities and highlighting that life truly begins at Halcyon.
Results (2019-2021)
419
pieces of coverage
63%
coverage in Tier-1 outlets
12.36M+
estimated audience reach
63%
coverage in Tier 1 media
$54K
monthly ASR
$1.2M
equivalent advertising value
Deliverables
Feature articles
developing feature articles for My Halcyon Days glossy quarterly lifestyle magazine
Story mining
interviewing homeowners to mine great storytelling opportunities
Profiling
production of 25 homeowner profiles
Delve deeper into the strategy behind this work
See under the bonnet
Winning Tactics
Profiling Halcyon community homeowners and staff to spotlight the human faces, colourful characters, lifestyle benefits and friendship opportunities on offer when you purchase a home.
Creating lifestyle ‘media moments’ through TV calls and photoshoots with strong vision and interview talent to tell the personal stories within their communities and expand Halcyon’s reach beyond the real estate section.
Leveraging the news cycle by pitching Halcyon homeowners in line with trending topics. For example, grey nomad travel, new research into ageing with vitality or the changing roles and responsibilities of grandparents.
