A new partnership with Calvary for a landmark development

Posted on 21 Dec 2021

In July, a competitive tender to provide marketing and sales services for Calvary’s new Health and Retirement Precinct, saw One Fell Swoop successfully win the business.

Calvary, a Catholic NFP with a national network of retirement and aged care facilities, community care and primary health, is redeveloping the site of the Bethlehem Hospital on Kooyong Road, Caulfield. The site will deliver an integrated senior living campus including a retirement community with 69 premium independent retirement apartments, social and recreational facilities for residents including a pool, gym, cinema, lounge, sky terrace and wine room, a GP super clinic, allied health and retail shops including a café and hair salon. There is also primary health onsite, including specialist palliative care and progressive neurological disease services and 83 residential aged care beds.

This project is Calvary’s first foray into premium retirement living, and their first community in Victoria. The views, from almost every angle, are spectacular, particularly those looking north to the city and as far west as the YouYangs. The precinct follows trends in the US where primary healthcare is combined with senior living on one site, delivered appropriate to people’s needs.

Brand development included naming of the precinct (Calvary Kooyong), the retirement living component (Hyson Apartments), and the residential aged care facility (Huntly), with the specialist subacute medical service retaining the name Bethlehem as part of the site’s heritage.

Options for the naming, visual identity, key proposition and advertising concepts were tested with the target audience by our in-house research team in a series of focus groups. Marketing, creative and media strategies were developed for a campaign launch of the Hyson Apartments in November 2021. Hyper-local targeting includes catch-up TV to profiled suburbs, shopping centre panels, digital billboards, editorial format print advertising, digital search, display and social media. We also designed a stunning display suite on Glen Huntly Road, where a One Fell Swoop Sales Manager will conduct apartment sales from, until construction is completed.

Recently our project was profiled on Channel 7’s Weekend Sunrise.