Supporting National Retirement Living Growth Through Integrated Marketing, Website Redesign & High-Level Content Production
INDUSTRY
Retirement Living / Property Development / Lifestyle Communities / Residential Aged Care
SERVICES USED
Website Design & UX/UI • Content Production • Social Media Marketing • TVC Production • Website Video Content • Sales & Marketing Support • Event Marketing
The Challenge
Palm Lake Group required an integrated marketing strategy capable of supporting:
- national retirement living growth
- tour bookings
- community awareness
- sales support
- ongoing resident engagement
across multiple lifestyle resort locations along the eastern seaboard.
At the same time, Palm Lake Care required a stronger digital presence for its residential aged care facility in Deception Bay with communication needing to better connect with families, carers,decision-makers, prospective residents
through a more emotionally connected and modern digital experience.
The challenge was creating marketing and digital communication that reflected the scale, lifestyle and quality of both brands while still maintaining trust and emotional connection with prospective residents and their families.
The strategy needed to:
- drive tour bookings
- support the sales and marketing teams
- strengthen visibility nationally
- modernise website experiences
- improve UX/UI
- create consistency across locations
- showcase lifestyle experiences
- support activations and open days
- produce high-quality content assets across multiple channels
A major focus was ensuring the communication moved beyond traditional retirement and aged care marketing and instead positioned the brands around:
- lifestyle
- community
- connection
- active living
- care
- aspirational experiences
The Strategy
Sun Media partnered with Palm Lake Group and Palm Lake Care to create a connected marketing ecosystem designed to support:
- national visibility
- tour bookings
- sales support
- aged care communication
- and long-term brand growth.
The strategy focused on:
- website redesign and UX/UI improvements
- social media marketing
- high-level content production
- TVC campaigns
- website video content
- lifestyle storytelling
- sales support marketing
- event activations
- open day campaigns
- national content rollouts
- print and publication support
A major component of the strategy involved redesigning the Palm Lake Resort Group websites to improve:
- usability
- visual storytelling
- customer flow
- enquiry pathways
- tour booking experiences
- emotional connection
while creating a more elevated and modern online experience across all locations.
Palm Lake Care Deception Bay through website and communication improvements designed to create a warmer, more approachable and family-focused aged care experience online. Rather than relying on outdated retirement and aged care marketing, the communication strategy focused heavily on:
- real residents
- lifestyle experiences
- family connection
- luxury facilities
- community interaction
- active living
- emotionally connected storytelling
aspirational lifestyle living and community connection while positioning Palm Lake Care around warmth, trust and supportive aged care communication.
The Execution
Sun Media implemented an integrated marketing strategy designed to support both national brand positioning and measurable tour booking growth.
This included:
- website redesign and UX/UI improvements
- social media management
- high-level video production
- TVC campaigns
- website video production
- lifestyle photography
- resort content rollouts
- open day campaigns
- activation support
- event marketing
- ongoing sales support
- national content creation
- print and publication support
Purpose-shot content production became central to the strategy, showcasing:
- resort lifestyle experiences
- resident interaction
- luxury facilities
- entertainment and activities
- community connection
- active living
- aspirational retirement experiences
Sun Media travelled across resort locations to produce cinematic video content, TVCs, web videos and high-end photography designed to strengthen brand consistency nationally while supporting both digital and offline marketing campaigns.
A major component of the strategy also involved supporting activations and open days through:
- campaign rollouts
- event promotion
- content production
- sales support communication
- onsite marketing assets
This helped create stronger emotional engagement while supporting direct tour bookings and enquiry growth.
The redesigned websites helped simplify:
- customer navigation
- tour booking pathways
- information accessibility
- community exploration
- enquiry conversion
while creating a more connected digital experience aligned with the quality of the Palm Lake brand.
How We Build Momentum
Meta Ads Social Media Marketing
Content Creation & Editing
Website Design & Development
We worked with various clients across numerous industries.
Ready When You Are
For more than 16 years, Australian businesses have trusted Sun Media to deliver strategy, content, technology and communication that support measurable business growth.
Industries
Service
Newsletter
© All Rights Reserved 2026 Sun Media