WHEN RESIDENTS SAY I DO AFTER 50 YEARS

To spotlight the bonds of love among residents at The Roosevelt at Salt Creek Senior Living Community, we devised a plan to capitalize on Valentine's Day news coverage through a creative initiative: vow renewals. Twelve resident couples enthusiastically embraced the concept. We leveraged our relationship with Elmhurst Mayor Scott Levin, who had previously officiated our Veterans Day ceremony and invited him to preside over the vow renewal. 

After totaling the years the couples had been married, we crafted stories around three of them who became our highlight. Recognizing the potential of our residents to comfortably represent the community, we pivoted our media strategy towards print and online outlets.

While offering interviews with our couples via phone and in person, we garnered coverage in The Chicago Tribune, FOX, Daily Herald, Herald & Review, and Local Now which provides local news, weather, sports, traffic, and entertainment on more than 500 free streaming channels in the Chicago market. The segment ran for 48 hours on all Local Now streaming platforms.

What was initially conceived as a publicity-driven idea transformed into something truly resident-centered, capturing the essence of shared experiences and meaningful connections within the community.