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The Richardson Hotel

The concept of luxury, hotel inspired aged care is new to Perth; the concept of transforming a former six-star hotel into an aged care residence even newer. Oryx Communities approached Clarity for assistance with a unique project: launching their development of a premium aged care community on the site of the former Richardson Hotel & Spa, widely renowned as one of Australia’s leading luxury boutique hotels. The Richardson name was synonymous with exceptional standards of hospitality and service; in purchasing and refurbishing the property, Oryx Communities’ vision was to transfer this legacy from hotel accommodation to aged care. Our brief was to bring this vision to life with branding, web design and campaigns across traditional and digital media platforms.

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The Challenge

With the aged care sector so heavily promoted, it was essential to position The Richardson in a class of its own with a brand story to set it apart from the rest. The campaign needed to spark people’s interest in The Richardson ahead of its launch, with a view to converting this interest into enquiries, tours and placement bookings upon completion of refurbishment works.

The Approach  

A carefully crafted branding and persona development process was undertaken to define The Richardson and its place in the aged care market in WA. The brand’s visual presence emerged as a refined, luxury hotel-inspired aesthetic with sympathetic references to aged care. The brand’s personality and tone of voice was clarified, dictating messaging and media choices.

A core target audience for the Richardson is residents aged 50 and older within Perth’s affluent Western Suburbs. Through press and cinema advertising targeting the area, The Richardson gained mass exposure and awareness within this core target audience. Earned media coverage was secured with The West Australian, Community News outlets and WA Business News, adding legitimacy to the campaign.

A digital marketing strategy – incorporating social media and SEM campaigns, digital advertising and a strong content strategy – utilised custom photography, video and storytelling to build anticipation for The Richardson and keep the public engaged ahead of the project’s launch.

The Results

To date, The Richardson pre-launch campaign has delivered results exceeding the client’s expectations: pre-launch enquiries continue to exceed expectations and market sentiment is highly favourable as refurbishment works come to a close and The Richardson prepares to welcome its first residents.

Links

https://therichardson.com.au/

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