December 1, 2022

Transform Magazine: GemLife: branding for an aging population – 2022

Andrew Coulter is director of sales and marketing at GemLife, which offers luxury residences to the over 50s across Australia. He explains how his company has adapted its offerings to meet the needs of a modern audience.

Australia’s population is ageing. The Australian Institute of Family Studies has predicted that a quarter of the population will be over 65 by 2021. For many, marketing to an over 50 demographic has focused on how sedentary life, health problems and “retirement”.

GemLife has actually taken the time to get to know this vibrant and engaged population of Australians, which is why we are the nation’s largest developer of land lease communities, creating premium resorts for the most 50 years old.

With a focus on high quality, active and engaged living, GemLife offers planned communities with exceptional leisure and recreation facilities as well as high quality modern and stylish homes. Many residents still work full-time or part-time, but want to downsize to a low-maintenance lifestyle to spend more time doing the things they love.

One thing they told us is that they want more time to do the things they want to do and the main one is travel. Many of our residents are experienced world travelers, but one place they are looking to invest time in is seeing Australia.

The “great tour” around Australia, or at least part of it, is high on their wish list and now with reduced commitments around work and raising a family , GemLife owners have more time to explore their own backyard on their own pace.

An increasingly popular way to do this is to use a motorhome. According to industry statistics, there are 750,000 caravans and motorhomes in Australia, but at a cost of between $100,000 and $400,000 motorhomes represent a significant financial investment, with 17% of owners using them less than a week per year. Additionally, GemLife – which offers limited on- and off-site RV storage – can reduce the demand for RV parking by giving owners the freedom to sell their existing vehicle or the need to buy one (and the costs in the long run). terms associated with RV ownership) .

Armed with this information, we decided to improve our owner’s brand experience by creating GemLife Explore. Starting with five high-quality Jayco motorhomes in our fleet, the motorhomes feature artwork designed by renowned British artist Owen Gatley. Full vehicle wraps feature stylized, emotionally resonant views of Australian landscapes that evoke iconic travel poster artwork from the golden age of travel between 1950 and 1970.

GemLife Explore VRs are more than just mobile billboards. They are a key part of the marketing difference in our industry and we look forward to developing them over time.

Our market is media savvy and at the forefront of the generation of consumers who expect integrity, value and “reality” from the brands they choose to interact with. GemLife Explore not only enhances the experience of our existing brand owners by enabling them to take an active role in our brand promise of “life over 50 redefined”, but also provides the opportunity to introduce the brand to a community. wider.

The artwork itself is a talking point and owners who rent the motorhomes become strong brand advocates, speaking to family and friends as well as fellow travelers in the GemLife residential community. , many of which belong to our key demographic.

The reaction to GemLife Explore has been incredibly positive with vehicles fully booked during popular travel times and is a valuable way to keep our brand image front and center in the offline marketing space.