McCarthy & Stone build beautifully plush new retirement homes and apartments. This renowned property developer wanted a different approach to promoting their new coastal sites. Establishing a multiple channel marketing project, the post-card theme evokes nostalgia to the elderly customer, with a positive message about “reliving your younger days”.

This direct mail series of post cards also used CRM to deliver to the homes of the elderly in nearby areas to the site developments (using "Coming soon", "Wish you were here" messages to build up excitement to the sales launch of the site). The retro theme would also be utilised in door drops and OOH advertising on billboards in prominent roadside positions on the drive into Scarborough and Bridlington.

 
Researching the project, I considered Pop Art, vintage themes and searched through picture libraries, including the cigarette card collection of a friend’s dad! The lady in sunglasses was the best find of the lot, from iStock, and hopefully portrays an ideal and relevant message.