Del Webb's Sun City is unveiling its first branding campaign, a $7 million effort bearing the tagline "Live on" that positions its adult communities as places where folks can retire from work, not from life.
Sixty and 30-second spots from Publicis & Hal Riney, Chicago, break this week in Chicago, Los Angeles and Seattle on Touched by an Angel, Dateline and other shows that attract the over-55 crowd.
Full-page ad runs are slated in national magazines, such as Reader's Digest, Modern Maturity and Bon Appetit and Condƒ Nast's Traveler.
TV spots show a montage of people engaged in golfing, dancing, ballet and other activities. The images advance the "live the life you want" message for a single-family home concept that is often confused with assisted living and senior residences. While the ads target consumers in or near retirement, the effort also raises awareness among the younger set, who will one day decide where to spend their golden years.
Indeed, with some 55 million baby boomers turning 54 and older this decade, personal growth and renewal are expected to be prevalent themes in ads for financial and service-oriented, technology, said Glenn Marrichi, the agency's svp and director of client services.
Riney won the account in May following a review.
Gary Newman, Del Webb's vp marketing, says changing brand awareness takes three to five years. The current TV run could expand to more markets; new ads are possible depending on feedback and the developer's expansion plans. The Phoenix-based developer operates 13 active adult communities. K