A strategic marketing campaign for Ingenia Communities ‘Plantations’ master planned retirement living community at Woolgoolga on the NSW mid-north coast has been recognised for marketing excellence.
The Wise Agency Award for Marketing Excellence was presented to Ingenia Communities at a gala event as part of the National Retirement Living Summit held on the Gold Coast.
Ingenia Lifestyle launched its second greenfield land lease community in 2018 following the benchmark set by its flagship community Latitude One. When completed, Plantations will comprise 196 homes and offer a modern gold class resort-style community with premium housing and facilities.
Planning to launch the development to market started in mid-2018. Following a three-phase campaign over a 12-month period, over 1,000 qualified leads have been generated.
During the course of campaign, the project also generated local news coverage, including the ‘sod-turning’ ceremony marking the official launch of construction. Education advertorials in local press and an emphasis on community engagement and relationship-building has led to local residents purchasing the majority of homes to date.
The campaign has achieved its sales objectives months ahead of schedule and has also been delivered under budget.
The Wise Award for Marketing Excellence is part of the National Retirement Living Awards, which recognises the contribution and achievements across all areas of the retirement living sector by the people and companies helping ensure senior Australians have an enjoyable retirement.
There are currently more than 180,000 people living in more than 2,300 retirement villages across Australia. With 22 per cent of Australians expected to be over the age of 65 by 2054, the need for comfortable, affordable and supportive retirement living options is ever-increasing.
