Hello Astoria: Building a New Senior Living Community’s Narrative
Client: Choo Communities
Role: Marketing Director
2022-2023
Astoria, designed as a luxury apartment community for seniors, represents the final component of the CEO’s vision for an ultimate aging-in-place community. The marketing strategy for Astoria was carefully crafted to establish it as a distinct brand while subtly referencing its legacy umbrella, Alavida Lifestyles.
Brand Identity
Launched as a distinct brand with premium positioning. I leveraged Alavida Lifestyles’ fonts and base colours, replacing its signature purple with gold to reinforce a luxury positioning. Adopted the mantra “Dive Into the Good Life”, an inspiring manifesto and inspirational quotes for the aspired lifestyle.
Visual Strategy
The visual elements of the campaign included stock photography depicting modern, youthful and active seniors enjoying life’s pleasures. Renderings of the building and its unique amenities, large-scale photos wrapping the sales center and interactive displays and panels bringing the manifesto to life were instrumental in bringing the brand to life.
Marketing Materials & Media Mix
A comprehensive suite of marketing materials was developed: Standout brochure, floor plans, mailers and flyers as well as Ottawa Citizen digital articles, digital and print ads. See below links.
Experiential Marketing
Events were used to reinforce the brand story and engage leads around the lifestyle offering:
Live jazz performances with signature cocktails;
Pumpkin golding sessions at harvest time;
Holiday choir performances with residents from another location.
This multi-faceted approach successfully generated buzz and attracted qualified leads, effectively positioning Astoria as a premium senior living option in the market.
