Riverstone: For the less retiring
Client
Riverstone
Services
Earned Media Relations
Studio
A fresh take on later living, Riverstone revolutionises retirement for the over 65s, so that they continue to enjoy interesting and active lives right in the heart of London.
Overview
Next-generation later-living concept, Riverstone, tasked us with the launch of its first luxury residence in Kensington.
The brief
Riverstone is exclusively for over 65s and we instantly knew we needed to redefine the perception of that age group. This group is the trailblazing generation of baby boomers, original hippies, mods and rockers, and they are looking to rewrite retirement. Who better to talk about this than Joanna Lumley?
The solution
Teaming up with Joanna, we hosted an event for prospective residents, featuring speeches and tours around the beautiful space. Throughout the day we curated moments to secure content for our comms campaign.
From capturing Joanna mixing ‘The Lumley’ cocktail and toasting guests at the bar, to securing quotes around positive ageing and living life to the full, whatever your age. We even managed to fit in a portrait photoshoot with renowned photographer Andrew Vowles. This was supported by an exclusive interview with The Sunday Telegraph, discussing themes of positive ageing, later-living and Joanna’s wider involvement with the Riverstone launch
A content suite from launch resulted in national coverage on Evening Standard, Telegraph and Conde Nast Property.
The impact
Joanna’s interview followed, with a double page spread in the Sunday Telegraph, which positively positioned retirement living with Joanna stating: “Fifty years ago, at 76, you were on the tip. Now at 76, we’re still ready to live a grand life.”