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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.
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