McCarthy & Stone’s latest editions of Emerald and Life Magazine have come during a very different festive period for most of us. We were delighted as always to get stuck in, overseeing the content, planning, production schedule, copywriting and design for both editions. A whole team effort – they’re always great projects to work on together.
On this occasion, the two magazines were leaving the Studio side by side, so lots of planning was required to make sure there wasn’t a crossover with deadlines. It was a challenge we happily accepted!
The past year has been one of uncertainty, but also of strength, perseverance and community – and this was something we really wanted to celebrate in this edition. The way McCarthy & Stone homeowners and staff have come together has been truly humbling. But there’s still a long way to go for the vulnerable. So, to reflect this, the Emerald issue had top tips to navigate through this challenging period, ways to help promote positivity, and keeping the mind and body healthy.
From listening to favourite songs to learning something new, as well as a special Fitbit offer to inspire homeowners to head outside, there are many suggestions on how to create that all important ‘me’ time.
The magazine continues to be a wonderful platform for sharing fascinating stories of the McCarthy & Stone homeowners, including a profile piece on Wyllie Longmore, who travelled 3,000 miles from Jamaica to pursue his successful acting career.
In true Christmas spirit, there’s a gift guide, ten merry wines recommended by our friends at Vineyards, and an indulgent spiced cranberry crème brulee recipe. We’ve also introduced two exciting new features, ‘Hidden Histories’ and ‘Iconic Faces’, which will be regularly features going forward, celebrating world history and people’s stories.
Life Magazine takes a sales approach, is smaller in size and the content features a mix of additional services, the benefits of being a McCarthy & Stone homeowner and the range of properties for sale. It’s all mixed with homeowner stories and Christmas features to demonstrate a community sensibility that’s at the heart of everything they do.
Both magazines also promote the recently launched Charity Foundation where they show continued support to community-based charities, as well as their Rockstar volunteer programme following the success of their Buddy programme during lockdown. Both will create volunteering and fundraising opportunities for staff and homeowners in communities across the country.
We’re now gearing up for the 10th edition of Emerald in the spring, and we can’t wait to make it an issue we all remember.