CHALLENGE: Develop a retirement home advertising campaign for the AFRH that targets US veterans. The campaign would appear in magazines and newspapers targeting veterans. Position the AFRH as the premier retirement home exclusively for America’s veterans. And, most importantly, motivate veterans to apply for residency or at least consider living at AFRH soon.
SOLUTION: Create seven print ads to rotate in veterans’ magazines where each ad demonstrates a major lifestyle benefit of living at AFRH. Our headlines use language and jargon that is familiar to a military audience. We conducted a photo shoot of real AFRH residents doing the most popular activities and enjoying the best amenities. Also, we designed the type in the ads a little larger for older eyes.
RESULTS: We created broader awareness with this retirement home advertising campaign. The AFRH had a noteworthy increase in resident inquiries in the first year of running this campaign. Moreover, we garnered buzz among veterans at VFW and American Legion meetings because the featured residents became local celebrities.
EXECUTION: “Liberate” features Army veteran Luis playing the guitar in his music studio at the AFRH.
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