Priory Group launches Amore Care in a rebrand of its older people's services

The Priory Group has announced that its older people’s services division is currently undergoing transformation with a multi-million pound investment programme and new name, Amore Care.

The company states that its new banner represents, ‘a greater cohesion and strength of service’ across its 46 care homes for older people across England, Scotland, Wales and Northern Ireland currently in the Priory and Craegmoor portfolios.

The investment programme will continuously update and improve environmental standards of the older homes which currently operate under the Craegmoor banner, bringing them up to the same quality as Priory’s purpose built facilities.

The Priory Group, has undertaken a marketing and brand review of its older people’s services and the new Amore brand will focus on promoting the individual care services offered to older people across all the services.

Priory has operated in the older people’s care sector since 2009 and has invested heavily in the development of 18 purpose-built homes creating 1,235 residential and nursing beds.

Janette Malham, managing director of the older people’s division, said: "While our name is new, our commitment to providing our residents the very best care and home environment is, and will always be, as strong as ever. And our residents will continue to be served by the same dedicated team members.

“The Amore Care brand will now be forming part of our promotional activity to raise greater awareness about our care homes for older people.”

The strap line for Amore Care is, ‘A more individual experience’ and has been created to tie into all marketing material and is reflective of the new name and the Group’s ethos of quality, value and innovation. It is anticipated that rebrand of services for older people will be complete by the end of summer 2013.

Sector marketing manager for the services Charlene Leak said: “The strap line enhances messages of person centred care and encompasses our range of services from day care through residential to nursing care.”

Amore Care will remain part of the Priory Group of Companies and therefore there is no change to limited company or registered provider status.

The day-to-day operations of the homes will not change.