Credit has to be given to Aveo for its new creative campaign - it does a fabulous job clearly and tastefully presenting the retirement village value proposition.

They are segmenting their market with different creative for inner-city prestige product such as their high-rise Clayfield village (see the TV commercial - http://www.aveo.com.au/retirement-villages/qld/brisbane/aveo-clayfield/) and their traditional horizontal villages such as Durack (see the TV commercial - http://www.aveo.com.au/retirement-villages/qld/brisbane/aveo-durack/).

The Clayfield ad went to air on Sunday night in the peak rating ‘Molly’ TV program with 30 second ads follow up in the same break with 15 second ads.

Aveo National Marketing Manager, Stephen Gook, has cleverly integrated ‘care’ into every facet of their creative without it being overbearing. The campaigns subtly but clearly explains that villages provide an attractive path for people aged 75 and older, with the proposition ‘Retire with more’.

Gook has approximately 15 villages currently in development or redevelopment across the country (out of 75). Print and letterbox drop material features staff members from the individual villages bringing a human face to the additional services that villages offer over straight residential developments.