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Tuesday, 01 January 2019 / Published in GemLife

A whole new life

GEMLIFE HAS LAUNCHED A BRAND CAMPAIGN AIMED AT SHIFTING PERCEPTIONS ABOUT OVER-50S LIVING, GIVING A SNAPSHOT OF THE VIBRANT, HOLISTIC LIFESTYLE POSSIBILITIES ON OFFER WITHIN ITS RESORTS.

A television commercial campaign rolls out across Queensland, New South Wales and Victoria later this month, following the recent launch of digital and print campaigns. With the tagline ‘A whole new life’, the campaign focuses on freedom, choice and wellbeing, rebranding over-50s living for Australia’s freedom-loving boomer generation. It shows a range of vibrant lifestyles through a series of vignettes that subtly captures the intimate and personal as well as the adventurous and social.

GemLife Director of Sales & Marketing Andrew Coulter said the campaign was created in response to the diverse and changing lifestyle demands of over-50s and in recognition of lingering, out-of-date stereotypes about over-50s communities.
He said that when GemLife launched its first over-50s resort on Bribie Island in 2016, it set out to transform the ‘retirement’ living space with beautifully designed, low-maintenance homes together with high-end recreational facilities within dynamic, active communities.

“When home-buyers tour our properties, they’re blown away by what’s on offer,” he said. “The biggest challenge, however, is to overcome the tired, stereotypical views many hold about ‘retirement’ living and to communicate the quantum shift that’s taken place by showing the dynamic, holistic and diverse lifestyles typical at a GemLife resort.”

With increased life expectancy and improved health and wellbeing, Australia’s affluent baby boomers’ lifestyle choices are vastly different from the generation before them. With the first cohort of Generation X joining them, the push for more dynamic and innovative living options will intensify.

A whole new life

 

“People forget that the baby boomer generation was forged during a period of huge social change, such as protesting against the Vietnam War, fighting for women’s rights, experimenting with drugs and enjoying the music revolution of the 60s and 70s,” he said.

“They’re more active, fitter, healthier and more open to new experiences and adventures. Some are working full-time or part-time. They do not consider themselves old and don’t want to ‘retire’ in the traditional sense of the word.”

A testament to the group’s boosted health status, Private Healthcare Australia, the health insurance industry’s representative body, assessed the nation’s 2.7 million 55 to 75-yearolds ‘best risk’ for private health fund insurers.

Facilities at GemLife’s resorts cater to the over-50s desire for engagement, wellness and enjoyment by offering extensive sporting and leisure choices within luxurious country clubs and recreational precincts. Facilities typically include indoor and/or outdoor swimming pools, spas, saunas, tennis courts, gold-class style cinemas, cafes, bars and more.

“Those over-50s who are semi-retired or retired become more active, fitter and healthier than they were in their 30s and 40s,” Andrew said. “They’re enjoying their time, spending more of it with family and friends, travelling or taking up new
interests without the pressure of work,” he said.

“Increasingly, retirement isn’t about slowing down, it’s about changing tack or gearing up. It’s a time of possibility, a time to live life to the fullest, time for a whole new life”.

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Bribie Island

9 Dux Drive
Bribie Island QLD 4507

MAP1800 193 177

Gold Coast

McCabe Avenue
Pimpama Heights QLD 4209

MAP1800 325 229

Highfields

75 Highgrove Drive
Highfields QLD 4352

MAP1800 910 278

Maroochy Quays

6 Charlston Place
Maroochydore QLD 4558

MAP1800 982 056

Pacific Paradise

40 Menzies Drive
Pacific Paradise QLD 4564

MAP1800 430 885

Palmwoods

38 Landershute Road
Palmwoods QLD 4555

MAP1800 718 414

Lennox Head

67 Skennars Head Road
Lennox Head NSW 2478

MAP1800 571 954

Rainbow Beach

20 Forest Parkway
Lake Cathie NSW 2445

MAP1800 718 413

Tweed Waters

30 Fraser Drive
Tweed Heads South NSW 2486

MAP1800 325 226

Woodend

1849 Mount Macedon Road
Woodend VIC 3442

MAP1800 931 188

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Disclaimer & Important Notice

The information on this website has been carefully compiled but is only intended as a general guide. It may be changed without notice and must not be relied upon. Plans, elevations and images are not to scale. Plans only show approximate dimensions, areas and layouts. All images including those of the exterior and interior style, colours, fittings, finishes, roof lines, landscaping and appearance are for illustrative purposes only. Prospective buyers must satisfy themselves about all these matters and can only rely on specific information, representations and warranties contained in a formal contract. Nothing on this website constitutes an offer to sell nor does it form part of any contract. Prospective buyers should obtain independent advice from their own consultants and legal/financial advisers. GTH Resorts No 8 Unit Trust and its associated entities disclaim all liability for any loss or damage of any nature incurred by any person arising from the use of or reliance on the contents of this folder. All information correct as at September 2018.

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