The Product:

Bordering Mount Edgecombe Country Club Estate, Mount Edgecombe Retirement Village provides its residents with the ultimate in world-class healthcare and stylish comfort. Comprising of approximately 260 units, Mount Edgecombe Retirement Village boasts 1, 2 and 3-bedroom single level sectional title units, as well as a limited number of freestanding homes, all of which are pet-friendly, provide ample storage and epitomise a stylish lifestyle and comfort. In addition, residents will enjoy unlimited use of the facilities within Kindlewood Estate.

The Brief:

In a market that values the ability to see, touch and feel a product that they are interested in, the Rainmaker Marketing team was tasked with creating a campaign that visually portrays the project with complete accuracy, whilst also communicating the vision of the development and everything that it provides from a healthcare, security, and lifestyle perspective.

The Execution

Knowing that we had a captured audience in Mount Edgecombe Country Club Estate, who were already familiar with the area and lifestyle that it presents, the strategy was to give the residents the first insight and opportunity to purchase.

The marketing material was visually rich and warm, and whilst emphasising the healthcare, the facilities and the positioning, the vision of the developers along with their credibility was highlighted. The event was a great success, with 70% of phase 1 being reserved at the launch event itself. Following this, and to continue the positive momentum, a comprehensive social media, public relations, and advertising commenced.