Azurite Medical & Wellness Launches "This is 64" Campaign Fronted by Its Own Director
Azurite Medical & Wellness has launched "This is 64.", an outdoor advertising campaign that departs from a long-standing convention in cosmetic surgery marketing: the woman in the imagery is not a model. She is the company's director and owner, Trina Eliassen, photographed at 64.
The campaign debuts on billboards around Brisbane and Sydney and runs through September onwards, with an accompanying digital rollout across azurite.com.au and the company's social channels.
Cosmetic surgery advertising in Australia has typically featured subjects considerably younger than the patients it addresses. Azurite's own client base skews toward Australians in their fifties, sixties and seventies, many of whom are considering facial or body surgery after retirement, weight loss, or a change in life circumstances. The gap between who appears in the advertising and who actually books the consultation is the gap the campaign is built to close.
"I kept looking at industry advertising and finding no one in it who looked like the women I speak to every week," said Trina Eliassen, Director of Azurite Medical & Wellness. "We are marketing to people in their sixties using pictures of people in their thirties. That is not aspiration, it is erasure. If I am going to ask a 64-year-old woman to trust our company with a serious decision, the least I can do is stand in the frame myself."
The creative pairs the line "This is 64." with a monochrome portrait and the company's web address, in a deliberately restrained treatment. There are no before-and-after images, no procedure names and no promotional offers in the artwork — a decision Azurite says was made both for aesthetic reasons and to keep the campaign clearly within Australian rules governing the advertising of regulated health services.
"The brief to ourselves was that the billboard should raise a question rather than close a sale," Eliassen said. "Anyone who reads it and thinks about their own assumptions has already given us the outcome we wanted."
Azurite Medical & Wellness coordinates cosmetic and reconstructive surgery packages in Bangkok for Australian clients, working with plastic and reconstructive surgeon Dr. Theerapong Poonyakariyagorn at Bangpakok 8 Hospital. The company handles pre-operative screening and documentation, surgical scheduling, travel and accommodation at Chatrium Residence Sathorn, and nurse-supported aftercare for the duration of the client's stay.
The company says the campaign reflects a shift in who is travelling for surgery. Older clients bring different clinical considerations, different recovery timelines and different questions than the demographic the sector has historically pictured — a reality Azurite has been building its pre-operative and aftercare processes around, including extended recovery guides and daily wound care support during the package.
"This is 64." is the first campaign in a planned series under the same framing, with further executions scheduled for 2027.
The campaign imagery and further information are available at azurite.com.au.
About Azurite Medical & Wellness
Azurite Medical & Wellness is a Brisbane-based medical tourism company coordinating cosmetic and reconstructive surgery packages in Bangkok, Thailand for Australian clients. Founded and directed by Trina Eliassen, the company provides end-to-end coordination covering pre-operative assessment, surgical scheduling with its partner surgeon and hospital, travel and accommodation logistics, and post-operative aftercare delivered by its Bangkok-based nursing team. Azurite does not provide medical or surgical services; all procedures are performed by independently registered practitioners in Thailand. More information is available at azurite.com.au.
Alessandra Archer
Azurite Medical & Wellness
+61 407 330 054
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