In today’s competitive media landscape, staying front and centre with your audience — especially during quieter creative creation periods — requires more than just visibility. It demands relevance, consistency, and connection. The Ryman Chase sponsorship, our latest brand strategy does exactly that.

A Smarter Way to Stay Seen

During a pause in new creative output, we focused on keeping the Ryman brand at the forefront of their key audience: older New Zealanders who value community, familiarity, and quality entertainment. Rather than going silent, we took a more immersive and integrated approach, embedding our brand into content our audience genuinely enjoys and engages with.

Our guiding principle? “Everybody loves Bradley Walsh!”
And the numbers prove it.

The Power of Familiar Faces

By aligning the Ryman brand with well-loved television programming The Chase — specifically content featuring Bradley Walsh — we’ve tapped into something powerful: authentic audience connection. Integrating Ryman into content that entertains while also building trust has allowed us to maintain scale, relevance, and presence even outside traditional advertising windows.

Campaign Performance: Reaching the Right People, the Right Way

The campaign results to date have been impressive:

• Total Reach: 1,668,000 people
• Average Frequency: 7.5 times
• Target Audience (65+):

• • 1+ Reach: 662,000 individuals (74.3%)
  • Average Frequency: 10.1 times

The show itself has drawn a cumulative audience of 2,240,100 viewers, with 750,000 aged 65+ — an incredible 84%of that demographic.
(Source: Nielsen Media Research – TVMap & Arianna, 1 April – 18 May 2025)

These figures speak to more than just exposure — they highlight meaningful connections with the people who matter most to us: our current and future residents.

Real Connection, Real Results

Most importantly, the campaign is not only being seen — it’s being noticed, appreciated, and remembered. We’ve received strong feedback from Village communities, with many noting the enjoyment and reassurance they feel seeing Ryman in familiar and entertaining spaces.

In a media landscape full of noise, Ryman continues to build brand presence through thoughtful placement, strategic timing, and an understanding of what truly resonates with their audience.

Looking Ahead

This campaign is a reminder that great branding doesn’t always mean shouting the loudest — sometimes, it’s about showing up where your audience already is, in ways they enjoy and value. We continue evolving our approach to reflect the lives, tastes, and preferences of future residents. At the heart of everything we do is a simple truth: people matter.