Richmond Villages – case study
Richmond Villages, a company that develops and operates luxury retirement villages in the UK, appointed LawsonClarke PR for its national, corporate and individual village PR to help raise the company’s profile and the concept of retirement villages.
The Challenge
To differentiate Richmond Villages from other retirement housebuilders,
pitching it at the luxury end of the retirement home market, with the
focus on aspiration and lifestyle. Also delivering the key messages
that once living in a Richmond Village, residents do not have to move
to another location should they require more care. Rather, each village
caters for those fit and healthy enough to live independently as well
as others who require additional levels of care, right through to 24-hour
nursing.
The Solution
To quickly raise the profile of Richmond Villages and the whole lifestyle
concept on offer to retired people and their families, LawsonClarke
PR targeted national newspapers and relevant home, lifestyle and retirement
magazines with different feature ideas to encourage coverage of the
retirement village phenomenon. Individual regional programmes for each
development run alongside the national initiative.
The Results
Positive press coverage has appeared in the national press including:
The Independent, Daily Express, The Mail on Sunday, and Sunday Times,
and key magazines including Cotswold Life, Location, Location, Location
and New Vistas, together with local/regional press coverage specific
to individual villages.