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Amica Senior Lifestyles breaks Perspectives campaign

Toronto-based retirement home company Amica Senior Lifestyles has begun a brand campaign called “Perspectives” intended to alter consumer perceptions of the nature of life as a senior. The national campaign introduces a new brand identity for the company intended to present the company in a manner similar to a resort. The campaign focuses on the quality of the design, food and local amenities of its residences, as well as their customized experiences and care services. The campaign, developed by Riddoch Communications, includes radio, print, digital and video advertising. The creative depicts daily life at an Amica location from the point of view of a resident. Media work is being conducted by No Fixed Address. The rebranding also includes a new website, developed by Valtech, which offers personal stories from residents. The company, formerly known as Amica Mature Lifestyles, operates 29 locations in Ontario, British Columbia and Alberta.

“We are on a mission to modernize the dated views and misperceptions of senior living,” said Sean Taggart, chief marketing officer at Amica. ‘Our new brand reflects the aspirations of a sophisticated senior who cares about a desirable lifestyle customized to nurture their physical, social and cognitive health. Our new brand identity will live up to our brand promise, Amica creates a premium senior living experience that is always on your terms, and also position us as a place where residents and their families feel empowered and in control, connected and engaged, supported and valued.”

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