Digital PR that is age appropriate creates amazing buzz for property developers

by Katie Hogg

Saturday, January 12th, 2019

Plenty of life in this digital PR campaign aimed at active and adventurous downsizers and empty nesters

Holyrood PR secure coverage for innovative Bield Retirement housing

HERE’S A conundrum. How do you sell “retirement apartments” while making it clear there’s absolutely nothing grey, fusty or fuddy-duddy about the homes on offer?

In a world with huge and growing numbers of healthy, active, adventurous and fun-loving over 50s who are digitally savvy with plenty of cash, there remains an inexplicable stigma about ageing.

In fact that some of the coolest people on the planet are getting on a bit  – Barack Obama is 57, Helen Mirren is 73, Mick Jagger is 75, George Clooney is 57 and Ian Rankin is 59 to name just a few from the world of politics, screen, music and literature.

Despite the myths created by youth-obsessed advertising execs and marketers, older people are having a ball. And they just happen to be the segment of the population with money to burn. Yet media typically portrays older people as those who might need stair lifts, nursing care or incontinence pads. Sadly, anything with “retirement” in the name still runs the risk of being tarnished with outdated stereotypes.

So, the developers behind beautiful apartments at The Walled Garden in St Andrews wanted to promote the properties as perfectly suited to real people – active silver foxes, empty nesters, downsizers and high net worth individuals with both the time and the means to live life to the full.

Here’s how we delivered a short, sharp digital PR campaign that helped showcase The Walled Gardens to exactly the right people in exactly the right way. It featured exciting brand partnerships, dynamic competitions, tightly-focused social media reach of almost quarter of a million and yielded more than 1200 interactions:


Digital PR helps The Walled Gardens build a brand partnershipA tie up with trendy bar and restaurant Forgan’s proved just how tasty a brand partnership can be on social media, earning whopping reach and engagements.


Digital PR blog post image of a cooled glass of gin and tonic for The Walled Gardens and Luvians competitionThis exciting brand partnership with a much-loved gin producer proved just the tonic for helping put retirement properties in front of likely buyers.


Blog post image of a dram of whisky for The Walled Gardens' digital pr partnership with Kingsbarns Distillery & Visitor CentreA mash up with a respected whisky brand helped put fire in the belly of this digital PR campaign, attracting clicks galore.


Digital PR Give yourself the Gift of a Digital PartnershipWell-timed and cleverly packaged digital PR delivered gift-wrapped, seasonal success for The Walled Gardens development.


Don’t let youth-obsessed marketing myths cloud your communication to your audience.

People over 50 are one of the wealthiest, most active, adventurous, well-travelled and best-educated segments of humanity that has ever existed.

They’re also digitally-savvy, clued up and well-connected online. So woe-betide the millennial-infatuated brand or business that talks down to them or treats them like decrepit pensioners who wish they were 21 again.

Find out how we can help you deliver digital PR that will speak to your audience, whatever their age

We’d love the chance to find out the challenges and opportunities facing your business and how award-winning public relations services might be able to help.

Getting in touch with us is easy. Phone us on 0131 561 2244 or take a few seconds to fill and submit the simple form below and we’ll get straight back to you:

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Katie Hogg is part of the PR team at Holyrood PR in Scotland

Private: Katie Hogg

Katie Hogg is part of the award-winning PR team at Holyrood PR. She is also a former journalist, most notably with luxury lifestyle magazine, Scottish Field

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