Queensland based retirement living and residential aged care organisation, TriCare, has launched a new brand campaign after an extensive review of its corporate and marketing operations in 2017/2018.
A well thought out creative campaign, developed by 50+ specialist advertising and marketing agency, Evergreen, has positioned TriCare’s overarching message ‘Relax, it’s the TriCare difference’.
TriCare Marketing Manager, Jessie Janson says that it is a bold new approach for her organisation, and believes it furthers TriCare’s commitment to providing high quality retirement living and aged care options to older Australians.
“TriCare is a family based organization that has 50 years’ experience in the industry and we want our new brand to reflect the core values and genuine care principles we hold.
“It’s important to us that all our residents feel relaxed and at home in our communities and we believe that this new creative campaign highlights this with soft imagery and clear and concise copy,” said Ms Janson.
Evergreen Advertising & Marketing Managing Director, Gill Walker says branding has never been more important.
“Year on year, we have seen an estimated 28% + increase in media spend across aged care and retirement categories nationally* (source: Nielson, 2017). Everyone with similar products need their brand to work harder if they are going to survive in these highly competitive sectors.
As a leader in retirement and aged care services, TriCare’s new brand is a refreshing way to approach older age, lifting the burden of making some of the harder decisions later in life.
“The relax message has a two pronged approach – TriCare Aged Care Relax, you’re in good hands and TriCare Retirement Living Relax, you’ll feel at home,” said Ms Walker.
The creative campaign has been rolled out across all marketing communications including website, brochures, advertising, signage and internal communications.
* excludes online and local and Seniors titles
Anna Giles, Evergreen
Phone: 0409 511 034