Tuart Lakes Lifestyle Resort invites over 50s to ‘Live Big’ in new campaign via ScienceFiction
Serenitas has launched a new campaign for Tuart Lakes Lifestyle Resort, that invites over 50s to “Live Big”, developed by creative agency ScienceFiction.
The latest work includes a new brand identity, positioning and campaign that blends a playful and confident spirit mirroring the vibrant lifestyle that Tuart Lakes offers homeowners.
Says Cheyne Oxford, head of marketing, Serenitas: “Homeowners at Tuart Lakes are part of a new generation of people over 50 who are active and highly motivated to get the most out of life.
“Traditionally the perception of downsizing your home has been a balancing act of weighing up the benefits against the sacrifices. Our challenge both strategically and creatively was to overcome these barriers whilst positioning Tuart Lakes as the premier lifestyle resort within the category.
“The new ‘Live Big’ campaign unashamedly celebrates the enviable lifestyle on offer at Tuart Lakes. Now with over 35 world-class facilities it provides endless opportunities for its homeowners to enjoy.”
Says Alex Davidson, creative partner, ScienceFiction: “Over the last few months we’ve loved working closely with the team at Serenitas to develop both a brand identity and creative platform that has the breadth and ability to tap into the aspirations and desires of this dynamic community at Tuart Lakes.”
Says Matt Arbon, creative partner, ScienceFiction: “Live Big is all about showing the positive effect a rich tapestry of unmatched resort facilities and an active community can have on your state of mind.”
The rollout includes TV, OOH, online, press, radio and POS.
Client: Serenitas
Head of Marketing: Cheyne Oxford
Marketing Manager: Sophia Smalto
Creative Agency: ScienceFiction
Creative Partner: Matt Arbon
Creative Partner: Alex Davidson
Head of Client Services: Steffi Arbon
Head of Design: Harry Antonakos
TVC & Stills Production
Production Company: Eric Tom & Bruce
Executive Producer: Victoria Conners
Producer: Alexandra Galloway
Photographer: Florian Groehn
Director: Mark Zagar
5 Comments
I am 49 and I don’t look anything like these people – has the agency ever met anyone over 50? These guys look like my grandparents.
You’re correct, at 50, I was young. Mostly these places are Retirement Villages in disguise, just legislated differently.
I’m over 60 and alive! Most in our village are well over 70.
Management get exciting speakers to cover ‘demystifying old age’ and webster packs for meds and disbility aids. Lifestyle Village my ass ??
An all white bunch of geriatrics looking absurd selling a retirement village for people 50 plus.
Then in the print version it’s just the two models acting different roles? Why?
Then why does one of the guys play guitar with a tennis racquet. Surely he’s old enough to realise he looks like a knob?
This is a hard category to get right, granted.
It’s not so much about getting it right as appealing to the right demographic and that is, seniors and the elderly.
My Village is for over 50’s, a huge % are 70-75 and newbies recently, 80- 83ish. Dementia abounds ?
Wow. Half a million for a shed in the middle of nowhere.