Platinum Skies is the UK’s leader in stylish yet affordable retirement living for over 55s based in the South West of the UK. They promote a happy, healthy and rewarding lifestyle within a vibrant community built around independent, active and stress-free living in a safe and secure community. As their external marketing partner, we proposed a new strategy-led campaign to connect emotionally with their target customers.
%
increase in sales (Q1 2025 vs Q1 2024)
Platinum Skies had been running local campaigns and marketing in the South West for over 7 years, so we knew the campaign would have to take a different approach to activate an audience that was already heavily targeted.
We moved away from the previous premium colour scheme of navy and gold and instead used a joyful and refreshing yellow and cyan blue to reflect the affordable offers available.
Based on our research and industry knowledge, we opted for an offline heavy campaign that was accessible and sensitive towards the target demographic and helped to build trust.
The initial strategy phase of the project included over 50 hours of research to create data-driven campaign proposals and inform our approach. We delved into the Platinum Skies CRM and sales data, conducted market research, customer modelling and reviewed the performance of previous campaigns.
We put Platinum Skies vision and goals at the heart of our thinking, allowing us to weave our findings into a strategy and create several innovative campaign concepts.
%
increase in qualified leads
The campaign we moved forward with was typographically-led and designed to unpick common myths around retirement and encourage the local over-55 community to reconsider community living. We crossed out words like ‘rich’ and replaced them with ‘real’, and slashed the ‘un’ from unaffordable.
With technology savvy over 55s growing by the year, we ensured the campaign also had an online presence through social media, email marketing and digital display ads, to help reinforce our more traditional advertising methods.
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