Goldster

Borkowski shaped a fun and engaging launch for over-50s digital platform Goldster, illustrating its blend of lifestyle, culture, sensation and healthcare classes and advice via a national and regional media and influencer campaign that used recognisably active older celebrities as guest instructors to provide narrative and visuals. We approached iconic fashion designer Zandra Rhodes, treasured cricket journalist Henry Blofeld and legendary dancer Wayne Sleep to become Goldster ambassadors, with the trio featuring in much of the extensive media coverage that helped to communicate the brand offering across cognitive, physical and emotional wellbeing.

Coverage in Hello, the Daily Express, Daily Mail and Daily Record emphasised the positive outlook of the Goldster brand, with much of it focussing on the programme of classes designed by psychologists and medical professional to promote healthy ageing by thinking and acting holistically. This gave the brand cultural phenomenon status, with follow-on coverage on LBC and TalkSport making up over 30 pieces of national coverage, alongside extensive regional uptake. Goldster credited the coverage for over 60% of the brand’s subscriptions, inspiring them to retain Borkowski for a further awareness campaign with premium titles and key opinion formers.