Field Notes from an Adventurous Life – 3D Direct Mail PR Campaign
Every year, Atria creates a holiday gift for its 21,000 residents across the US and Canada. Field Notes from an Adventurous Life (below on the right) is a guided journal designed to encourage older people to share stories about their lives with their families.
To promote the book, we came up with a three-week campaign that involved sending unbranded, handwritten letters, postcards and souvenirs to media influencers. The fictional letters were sent by a lady named Mille who was traveling across the country with her husband, Jack, on their honeymoon—in 1956. She would check in with recipients every few days as they traveled, sharing personal insights and stories about the places they visited.
The mailing cadence was based on the amount of time it would have taken the couple to drive across the country before the advent of the Interstate system.
To promote the book, we came up with a three-week campaign that involved sending unbranded, handwritten letters, postcards and souvenirs to media influencers. The fictional letters were sent by a lady named Mille who was traveling across the country with her husband, Jack, on their honeymoon—in 1956. She would check in with recipients every few days as they traveled, sharing personal insights and stories about the places they visited.
The mailing cadence was based on the amount of time it would have taken the couple to drive across the country before the advent of the Interstate system.
2015 Atria Canada Retirement Branding Campaign
We created this print campaign to introduce the Atria brand to Canada. It was a huge success strategically, and the theme: "Life Is Better with Friends" was eventually adopted portfolio-wide. More than three years later, it's become the overarching brand message for every market across the US and Canada.
