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Background

Westchester Meadows Life Care Community is a $53.5 million real estate venture on 30 prime acres. It was the first life care retirement community in Westchester, one of metropolitan New York’s most upscale neighborhoods, and one of the first of these communities in the entire state.

Life care was a new concept to the New York market. Although it has existed in other states for almost 35 years, until recently New York’s strict consumer protection laws made it difficult to pass the legislation necessary for these communities to be constructed. Our first task was to define "lifecare retirement community" in an appealing, clear and concise way for the prospective consumer. Secondly, the client’s previous agency had positioned it with ads that showed grain photographs of turn-of-the-century children accompanied by rather juvenile copy. We understood that the audience for this community was high-end, sophisticated, wealthy and still very active. We knew that we needed to appeal to that sensibility, with a forward-looking approach that emphasized the good things yet to be instead of looking to the past.