The Royal Alfred Seafarers' Society - opening of specialist dementia care unit

What Acceleris was asked to do...

The Royal Alfred Seafarers’ Society (RASS), which provides dedicated accommodation and care for former seafarers at its Weston Acres home in Surrey, tasked Acceleris with publicising the opening of its new 36 bed dedicated dementia unit, the first of its kind in the UK, with the aim of generating enquiries.

What we did...

Acceleris engaged with broadcaster and presenter and Alzheimers Society ambassador Angela Rippon to front a film to sit on the RASS website detailing the features of the new facility to help sufferers and families see first hand the care offered.

The second element of the project was the official opening which was attended by HRH Princess Royal. Acceleris was tasked with securing and managing media attendance at the event.

Acceleris drafted and issued a programme of press releases covering all aspects of the activity from the film with Angela Rippon to the official opening in July 2011.

The results...

The total return on investment based on ad value of press release appearances alone was 3:1 reaching an audience of 6,631,233. For the period following the launch of the Angela Rippon film and associated publicity the website has seen an uplift in visits of 97%.

In the period 4th July to 1st August the Facebook page received 1,324 views of posts representing an uplift of 2,307% on the previous month.

Doug Woods, resident relative said of the Angela Rippon film: "The video may be in colour but the message is black and white, this is a CARE Home, not somewhere your loved ones have to put up with in their final years. If you have a loved one who needs help or somewhere to enjoy the last chapter of their lives, I would thoroughly recommend the Royal Alfred. My dad has been there a few years now and is happy and he never seems to get ill, he always looks well and contented."