New Pond Village Receives National Aspect Award for Excellence in Senior Living Marketing

Graphic featuring a black-and-gold Art Deco–style invitation reading “Roaring ’20s Revelry: Drink, Dine and Mingle,” alongside a badge announcing New Pond Village as the winner of the 2025 WTWH Healthcare Aspect Award for Senior Housing & Senior Living print, direct mail, and billboard campaign.

January '26

New Pond Village, a Benchmark Senior Living continuing care retirement community in Walpole, Massachusetts, has been honored with a 2025 Aspect Marketing & Advertising Award, recognizing excellence and innovation in senior living marketing on a national level.

About the Aspect Marketing & Advertising Awards

Presented by WTWH Media, the Aspect Awards celebrate standout marketing and advertising initiatives across the senior living and healthcare industries. New Pond Village was recognized for its Roaring 20s Revelry campaign, a signature community event designed to authentically showcase the lifestyle, culture and welcoming spirit of the community.

Guests pose for a photo in front of a gold sequin backdrop beneath a “Roaring ’20s Revelry at New Pond Village” banner, while a woman in a vintage-style dress and hat takes their picture in a festively decorated community space. — Guests step back in time as they arrive, striking a pose at the Roaring ’20s–themed photo booth and kicking off an evening of Jazz Age style and celebration at New Pond Village.

An Immersive, Hospitality-Driven Experience

Rather than a traditional information session, the Roaring ’20s Revelry invited guests to experience the community through an immersive, hospitality-driven event. Inspired by the glamour and energy of the Jazz Age, the evening featured live music, themed décor, thoughtfully crafted food and beverages and guided tours—creating a memorable introduction to the community’s vibrant way of life.

All bets were on fun as guests gathered around the roulette table, adding a little casino flair to our Roaring ’20s celebration.

Leadership Perspective

“The Roaring ’20s Revelry reflected who we are every day at New Pond Village—warm, engaging and focused on connection,” said Adam Manchester, Campus Executive Director. “This recognition affirms the importance of creating experiences that feel genuine and welcoming for those considering our community.”

Four adults dressed in Roaring ’20s–themed attire pose together in front of a gold sequin backdrop, smiling for a photo during a festive celebration. — Celebrating in style with members of our leadership team—Executive Director Adam Manchester, Meaghan Lyver, Carolyn Roycroft, and Patrick McShane—at our Roaring ’20s Revelry.

Integrated Marketing Strategy and Results

The event was supported by an integrated marketing campaign spanning print, email, digital and social media, ensuring a cohesive experience from invitation through post-event follow-up. The approach proved highly effective, generating strong attendance with over 80 RSVPs, meaningful engagement with 16 post-event tours and continued interest following the event, securing one apartment home deposit.

With bold typography, Jazz Age flair and effortless RSVP access, the invitation blended fun and sophistication to showcase New Pond Village’s vibrant lifestyle.

Creative Collaboration

New Pond Village collaborated with EVR Advertising to bring the campaign to life, aligning creative strategy with the community’s brand and values.

Dance, pose and play—with signature black-and-gold signage leading the way.

Benchmark Senior Living Marketing Insight

“This campaign was built with clear objectives—attracting qualified prospects, creating meaningful engagement and supporting our sales team with long-term momentum,” said Dayna Bianco, Senior Director of Marketing at Benchmark Senior Living. “The results demonstrated that when strategy, creativity and execution are aligned, experiential marketing can drive both immediate outcomes and sustained interest.”

Two smiling residents dressed in 1920s attire stand in front of a gold sequin backdrop, holding cocktails and a “Roaring ’20s” party prop—he wears a black shirt with a white tie and fedora, and she wears a burgundy flapper-style dress with a beaded headpiece. — Residents Ken and MaryLou Love smile together in Roaring ’20s–inspired attire, dressed for a festive themed celebration.

About the Aspect Awards

The Aspect Awards honor marketing excellence across senior living, behavioral health, home health and skilled nursing, with winners selected by an industry panel for creativity, effectiveness and strategic execution.

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