As Goodwin approached its 70th anniversary, the organisation aimed to commemorate this milestone with a campaign honouring its history and positive impact in the community. CRE8IVE was tasked with creating a holistic campaign to celebrate Goodwin’s legacy, while realigning its positioning to actively promote its key services. The campaign reinforced Goodwin's role as a leader in aged care, bridging past achievements with its evolving modern offerings.
Goodwin sought to honour its 70-year legacy while generating positive awareness and realigning its positioning to promote in-home care, retirement living, residential care, and allied health. CRE8IVE needed to craft a campaign that celebrated Goodwin’s history, highlighted its evolving services, and engaged diverse audiences, from long-time supporters to newer stakeholders.
Using the shared expertise of the agency, CRE8IVE developed a strategic campaign that highlighted Goodwin’s legacy using a cohesive mix of digital, print and event-based mediums to connect with diverse audiences. Culminating in a 70th anniversary celebration and a suite of marketing assets, all elements were strategically geared towards enhancing Goodwin’s position in the marketplace.
CRE8IVE designed a 70th milestone logo that aligned Goodwin’s branding, serving as the anchor for all campaign elements. The team developed a narrative using archives, creating a commemorative book celebrating Goodwin’s 70 years. Brand materials and a short animation brought this history to life, longer-form videos profiled Goodwin’s services and customers, while PR and media maximised reach.
Goodwin’s 70th anniversary campaign successfully celebrated the organisation’s significant milestone and reinforced its role as a trusted provider of aged care in the ACT. It brought to life a good news story that was not widely known outside of the organisation and promoted services for seniors that help them live life the way they want.
The campaign effectively aligned Goodwin’s values, history and offerings, giving the company a marketing platform for their services that will last for years.
