McCarthy & Stone, the UK builder of retirement homes and flats, has appointed Haslimann Taylor as its retained PR consultancy following a four-way pitch.
McCarthy & Stone is a privately-owned business that offers apartment living exclusively for the over 60s. It has briefed Haslimann Taylor to raise awareness of its offer and challenge negative misconceptions of retirement living.
The Birmingham-based agency will manage PR activity at a national level and across McCarthy & Stone’s five regional businesses – Scotland, Northern, Midlands, South West and South East.
The regional PR strategy will provide support for over 150 developments nationwide and focus on media relations and community engagement.
Haslimann Taylor's deputy MD, Sarah Kent (pictured), will head up a seven-strong team on the account.
She said: "There is a real media appetite for news about the over 60s and McCarthy & Stone has a great story to tell.
"We will be using a broad range of press, broadcast and online media to get that message across, as well as direct communication with McCarthy & Stone’s key audiences and influencers."