Sunrise Launches Marketing Campaign, Opens Communities to Public Visits

Publish Date:

Tuesday, May 21, 2013

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News Organization:

Senior Housing News

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Sunrise Senior Living (NYSE: SRZ) announced Tuesday it will open the doors to 300 of its communities in June as part of a nationwide marketing push that will also include Canadian communities.

Sunrise has conducted the initiative on an annual basis with 2013 marking its third year. As one of the nation’s largest provider of senior living communities, Sunrise will allow the public to tour those communities June 2 through June 8 including some resident suites.

The announcement comes on the heels of another national marketing initiative recently made public by competing senior living giant Brookdale (NYSE: BKD), which said this month it will roll out a new, “game changing” branding campaign including TV and print media buys.

Sunrise, which is welcoming prospective residents, their families and friends, to visit in-person, has also emphasized meeting staff members, residents and pets, in the announcement of its “Tour of Homes.” A recent survey by A Closer Look found staffing was a No. 1 consideration among those “shopping” for senior living solutions.

“We look forward to opening our doors and inviting in the public to learn more about our dedication to creating a safe and nurturing home,” said Sunrise Chief Operating Officer Laura McDuffie.

The tours are intended to showcase not only the communities but services they offer including programming, activities, caregiving, dining, support groups, health and wellness as well as community resident dogs and cats.

This year’s Tour of Homes comes following Health Care REIT’s (NYSE: HCN) investment in Sunrise, currently measuring around $3.5 billion, according to the company’s most recent public filings. HCN expects that investment to increase to $4.3 billion by July 2013 upon acquiring additional joint venture partner interests.

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