Churchill Retirement Living

The Brief:

As the fastest growing retirement developer in the UK, Churchill Retirement Living looked to Whistle to help position the brand as the ‘voice of the industry’.   Whistle recommended the company undertook an impactful and newsworthy brand campaign to gain share of voice nationally, as well as engage with over 60s in and around Churchill’s existing selling developments.

 The Campaign:

Whistle identified the 2015 General Election as a timely media hook and devised ‘Politics of Age’ a heavy-weight, research-led campaign to gain pre-election insight into the views of the over 60s.

The campaign ran for three months in two distinct phases:

Research Project – Whistle partnered with market research specialists to carry out a robust and detailed survey of 1,000 over 60s.  The results revealed that the majority of over 60s – a third of the electorate and the generation most likely to go out and vote – felt ‘invisible’ to politicians.

The results were used for an extensive media relations campaign with a national news release and print/ broadcast sell in; regional press releases tailored with region-specific statistics; supporting case studies of over 60s living at Churchill developments; SEO editing and sell in to digital news sites, websites and blogs; social media content calendar using the hashtag #politicsofage and a dedicated webpage on the Churchill website to host the campaign findings.

A series of ‘Question Time’ style events were also hosted at Churchill developments with local MPs and election candidates invited to take part and answer questions from Churchill owners.

 The Results:

The campaign generated 14 pieces of national coverage and 20 pieces of regional coverage, reaching over 14.8m people.  Seven MPs (including a high profile visit from Dr Liam Fox MP, former Secretary of Defence) and 26 election candidates visited Churchill developments with around 250 owners and prospects attending the events.

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