CHICAGO-Publicis & Hal Riney here leveraged both its newfound and traditional traits to take home Del Webb Corp.’s estimated $10 million account.
Riney bested Doner’s Newport Beach, Calif., office; Phillips-Ramsey in San Diego; and DDB Dallas for the Phoenix-based developer’s business. Del Webb had previously used agencies for targeted campaigns in its various markets.
In its presentation, Riney stressed the emotional component of moving into a retirement community, said Ted Barton, executive vice president and creative director at the agency.
“The power of emotional feelings, that’s where that Riney heritage sort of lives,” Barton said.
Riney also drew on the Publicis agency network, using existing research on seniors, the Publicis Dialog public relations arm in Salt Lake City and interview help from shops near existing Del Webb communities to help its presentation.
Barton declined to disclose the tagline pitched by Riney. He did indicate that the campaign will be aspirational, emphasizing the freedom and opportunities a Del Webb retirement community can offer residents.
“[The work will] try to get across the sense that these are people [at Del Webb] who think things through for you, who are cognizant of what the decision means,” Barton said.
Del Webb was started as a general construction company, led by the eponymous owner who built the Flamingo Hotel in Las Vegas for Bugsie Siegel.
The company is best known for its Sun City communities in Arizona and Nevada, the first of which was built in Phoenix in 1960. Its retirement community developments now exist in five other states for those over 55. With the baby boomer population aging, the firm plans additional growth. Del Webb has a community in Georgetown, Texas, north of Austin.
Gary Newman, Del Webb’s vice president of marketing, said the move to a single ad agency is a step toward building greater brand recognition for the Sun City name. The review process started with interviews of more than 20 agencies.
Riney’s first advertising campaign, which is expected to include television spots, is expected in the fall.