Ryman’s Pioneers steal the show in new trans-Tasman brand campaign via VMLY&R Auckland

Ryman Healthcare has launched a trans-Tasman brand campaign that resets expectations about retirement life via VMLY&R Auckland.

The Ryman Pioneers campaign features the talents of 13 residents who are determined to show there is much more to being retired than people think.

Says Debbie McClure, chief sales and marketing officer at Ryman Healthcare: “Traditional retirement living category advertising has tended to show retired people as old and one dimensional.

“We know this isn’t true and we were determined to show the true spirit and dignity of our residents. They may be retired, but they are far from retiring.”

The Ryman Pioneers campaign has been developed by the team at Ryman in partnership with VMLY&R Auckland, following a pitch late last year.

Says Jenn Valavala, marketing manager, Ryman Healthcare: “We were impressed by the huge amount of research the team at VMLY&R had done and the insights they developed into life for our residents. The result was a compelling pitch, and we are delighted with the result which reflects the energy and talent of our residents. They’re inspiring, and the campaign reflects this.”

Ryman Healthcare is New Zealand’s largest retirement village operator and has been named the Most Trusted Brand in the sector five times.

Ryman’s 36 villages in New Zealand and Victoria are home to more than 11,400 residents.

Ryman opened its first retirement village in Melbourne in 2014, and has another 20 villages in development in Victoria and in New Zealand.

The sector is experiencing dramatic growth with the 80+ population increasing by 300% over the next 40 years.

The platform launches across TV, video, outdoor, print and digital.

The campaign will be rolled out across all of village and brand advertising and is a collaboration with Sweetshop director Melanie Bridge and photographer Steve Boniface from Match Photographers.

VMLY&R executive creative director, Kim Pick said the campaign aimed to capture the energy and spirit of people in their 70s and 80s: “This is the generation who reinvented everything, and now it’s retirement’s turn. It was a delight to work with the Ryman residents and we’re incredibly proud to have the chance to show the truth of what it means to be ‘retired’. As an industry, we have to do a better job of representing people of all ages with respect and avoiding clichés.”

Says James Mok, managing director, VMLY&R Auckland: “We have been very impressed by Ryman’s determination to deliver a customer experience that exceeds the needs of their residents. They have been the innovators in this market and Australia for the last 30 years and it’s been a real pleasure working with them to create a marketing platform that breaks the category mould.”