Company: Leisure Care, Seattle, WA
Company Description: Leisure Care, a One Eighty company, is one of the most innovative operators of senior living communities. Our Five- Star Fun philosophy is changing the perception of senior living by providing amenities commonly associated with luxury hotels and that support healthy, active lifestyles. Founded in 1976, Leisure Care operates over 35 retirement communities in the US and Canada. www.leisu
Nomination Category: Marketing Campaign Categories - Industry
Nomination Sub Category: Marketing Campaign of the Year - Hospitality & Leisure

Nomination Title: Five-Star Fun Ad Campaign

Tell the story of this nominated marketing campaign for the judges (up to 500 words). Describe the genesis, planning, execution, and results to date of your campaign. If applicable, remember to describe what's unique or innovative about your campaign:

Leisure Care has always been a creative leader in the senior housing industry, and with 2011’s Five-Star Fun advertising campaign, we once again show why.
Branding is extremely important to our company, and we strive to carry our unique combination of upscale and fun in everything we do.

We were the first company in the industry to set out to build a brand around our name. Each advertising campaign we develop is an extension of our brand, and this campaign is no different. For this campaign, we once again worked with our long-time creative partners at Stafford Creative to develop a campaign that would convey our brand and personality to our customers. Each of the ads in the campaign was carefully designed to speak to a segment of our audience, yet could be enjoyed by everyone. Because the first point of contact for our communities is an even split, 50% family members and 50% the seniors themselves, it was important that we considered each audience when developing the ad campaign. We also had to consider the needs, or perceived needs, of our audience. Younger, more independent and active seniors are looking for a community that will enhance their lifestyle and allow them to continue to thrive and do the things they enjoy, while removing the burdens of things like chores and home maintenance. This segment makes up about 65% of our customer base. The remaining 35% are folks who have more need-driven reasons for moving in to a retirement community and take advantage of our assisted living services.

However they, too, want a place that will allow them to continue to thrive and perhaps get back to doing some of those things they used to enjoy but have been unable to do because of their current situation. But the one thing that both of these audiences has in common? They all like to have fun. Once our audience was identified, the creation began. Our ads rely primarily on strong headlines and visual images, and less on the copy itself. After all, if the headline and/or photo don’t capture someone, the rest doesn’t matter. Ads are meant to drive an emotional response in people, not a rational response, and if we can make someone smile, we’ve accomplished our goal. Our communities are all about lifestyle, not the physical plant (hence the category "hospitality and leisure" instead of "real estate") and our ads reflect that. So did it work? You bet. In spite of a tough economy that hit the senior housing industry especially hard, as a company we had more move ins in 2011 than the five years prior. We also saw our leads increase by 18.6% over 2010. Not to mention the numerous comments we receive from folks who see our ads. We’re known as the “fun folks” in the industry, and it is ad campaigns like this that have helped establish our position as an innovator and leader in the industry.

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Provide a brief biography of the leader of the team that planned and executed this marketing campaign (up to 100 words):

The development of the Five-Star Fun campaign was led by Jason Childers, Senior Vice President of Leisure Care. Jason joined Leisure Care in 2002. He has been instrumental in developing the company’s branding strategy and building marketing programs that have helped position Leisure Care communities as offering some of the most engaging, innovative and fun environments in the industry. Prior to joining Leisure Care, Jason worked for Doner Advertising and FCB Southern California. Jason is a graduate of the University of California at San Diego with a degree in economics.