Hillcrest
3rd3rd secured CBS Los Angeles coverage celebrating the remarkable life of Hillcrest resident and WWII centenarian, bringing his inspiring story to a wider audience while reinforcing Hillcrest’s positioning as the “Un-Retirement Community.”
Challenge
Hillcrest wanted to build brand awareness and challenge outdated perceptions of aging by showcasing the extraordinary lives of residents. The opportunity was to turn an authentic resident story into compelling earned media that celebrated active aging while highlighting the community’s distinctive lifestyle.
Solution
In celebration of National Centenarian Day, 3rd3rd pitched the story of Hillcrest resident Graham Lovelace, a 102-year-old veteran whose adventurous spirit and active lifestyle embody the community’s “Un-Retirement” philosophy. Through strategic storytelling and media outreach, we secured coverage on CBS Los Angeles, connecting Hillcrest’s brand message to a timely, human-interest story.
Results
The story aired on CBS Los Angeles, reaching an estimated audience of 20,000 to more than 150,000 viewers. The earned media exposure elevated Hillcrest’s visibility across Southern California while reinforcing its reputation as a community where age doesn’t define what’s possible.
