With the changes to government policy from a supplier-grant financial model to a consumer-choice model, the Aged Care industry became a much more competitive environment requiring organisations to better communicate directly with the marketplace.
Eldercare commissioned NRG to develop a marketing strategy and advertising campaign to position the brand in sync with their core values while differentiating it to competitors. While most Aged Care providers took the path of ‘your choice, your way’, NRG developed the Eldercare brand around a more emotive dimension building on the trusted connection between their carers and clients.
The campaign “where the heart is” had exposure through multiple media channels including local and regional press, magazines, bus shelters, bus backs, digital billboards, on-line display & search advertising and inter-industry newsletters.
