McCarthy and Stone worked with 4mediarelations in July 2015, looking to cement their position as the largest developer of privately-owned retirement property in the UK.
The client were looking to ‘redefine retirement’ and break down the negative stereotypes of growing old by highlighting the freedom and opportunities that retirement provides.
As with many radio campaigns, the key messages of each determine the tact of reaching out to certain outlets. Enhancing their already strong messages with choreographer and ex-Strictly Come Dancing judge Arlene Phillips. The target audience for McCarthy and Stone’s messages were very clear from the off.
To that end, communicating these to BBC radio stations and others that cater specifically to over 55s, or similar was crucial. However, this doesn’t mean speaking to stations with a younger audience was completely off the cards, as the story can be repurposed. For example, serving the needs of those who might be assisting their parents or grandparents through retirement.
With a double-headed tactic of communicating McCarthy and Stone’s retirement message to older and younger audiences alike, Arlene spoke about their research to five of the biggest BBC regionals in the country as well as LBC, Share Radio, BFBS and Stray FM.