Halcyon over-50s lifestyle communities were established to subvert the public perception of retirement living, so we showcased these innovative properties to a fresh new audience.
For the last two years, Aruga has taken Halcyon from the property section to the front pages, crafting in-house articles, blogs and timely media releases to bring a human aspect to the designer features and desirable lifestyle amenities: ultimately highlighting that life truly begins at Halcyon.
pieces of coverage
coverage in Tier-1 outlets
estimated audience reach
on ASR target
positive coverage sentiment (vs neutral)
Profiling of Halcyon community homeowners and staff to showcase the 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 take Halcyon out of the property and real estate pages and tell the personal stories of their communities.
Leveraging the news cycle by pitching Halcyon homeowners in line with trending topics i.e. grey nomad travel or new research into ageing in place.