A mature approach to promoting over-50s lifestyle communities



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)


pieces of coverage


coverage in Tier-1 outlets


estimated audience reach


coverage in Tier 1 media


monthly ASR


equivalent advertising value


Feature articles

developing feature articles for My Halcyon Days glossy quarterly lifestyle magazine

Story mining

interviewing homeowners to mine great storytelling opportunities


production of 25 homeowner profiles

Delve deeper into the strategy behind this work

See under the bonnet