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TriCare Media Coverage


TriCare is a family-owned and operated provider of Residential Aged Care and Retirement Living.

The business was established in 1969 by the O’Shea family, with  second generation members of the family still leading the business today.

TriCare’s purpose is to empower and support Australian seniors to live their best lives.

To date, TriCare’s operations have been mostly Queensland based. However, the business is accelerating its interstate expansion, and launched their first premium offering outside Queensland, Williams Landing Aged Care Residence in Victoria in April 2023.

The brief

PR had not been a focus for the TriCare team until 2023, the business identifying an opportunity and need to promote its amazing facilities and work through PR and support its national expansion.

Through strategic and bespoke PR campaigns, Elevate has successfully helped raise TriCare’s profile.

TriCare on 7 News

Our strategy

Elevate also developed and executed a highly targeted media campaign. Our strategy is to leverage creative content and assets, to secure positive media coverage for TriCare.

We are guided by the agreed PR objectives, strategic approach and communicated preferred angles and assets required to achieve media cut-through.

PR campaigns

Monthly proactive PR campaigns.

Media engagement

Reactive media engagement.

Thought leadership

Thought leadership content development.

Onsite asset development

Onsite asset development – photographs and video footage.

Media management

Managing dignitary outreach and media management for the official opening of TriCare’s first interstate facility - Williams Landing Aged Care Residence.

The outcome

Elevate’s media and publicity efforts have increased the brand’s reach with the collective six-month program reaching more than 12.6 million people across more than 112 pieces of print, online, radio and broadcast coverage.

Our efforts to brief journalists, support the TriCare team through media opportunities and facility openings, asset development and engagement has ensured that the TriCare PR program is spreading the word about these great facilities.

Client testimonial

“Elevate have helped TriCare achieve quality earned media coverage across thought leadership, lifestyle stories, and national campaigns over the last 8 months. We believe our coverage has assisted in driving a positive sentiment for the Australian aged care industry, which the media often prefer to focus on the negative, whilst placing TriCare at the forefront of that pivoting perception.

– TriCare team

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