The job
Harbourside Terraces was a bold move in what was seen to be a failing marketplace. Located in Martha Cove, Safety Beach on the Mornington Peninsula, this development site’s sheer scale caused challenges, with two previous investment companies going into receivership releasing the project.
The game plan
Our strategy for this project was complex and multi-channelled. Not only did we need to change the perception of the development and target a new demographic, but furthermore to realign the marketplace on an achievable new entry price.
Bringing it to life
We delivered a successful campaign by targeting the demographic via a strategic brand look and feel, tempting them with an affordable lifestyle change.
That Marketing Company became the full outsourced marketing department for Harbourside Terraces, providing the following output:
- Brochure
- Sales collateral
- Website
- Inclusions book
- Document folder
- TVC and video
- 3D Renders
- Events
- Merchandise
- Photography
- Signage (Billboard, banner hoarding, way-finding, lot boards)
Our tailored strategy produced an outstanding result for all parties, with over 200+ sales at Harbourside and the Terraces in a little over 12 months – a result never before seen on the Mornington Peninsula. This was not only a fantastic outcome for our initial clients but triggered a snowball effect for the rest of Martha Cove, with record sales achieved, all lots sold out and administrator files closed – now resulting in major profits for on sellers.
Events and Celebrity Endorsement
Harbourside Terraces Open Day was accompanied by Channel 9 Block celebrity Dale Vine. The day was a great opportunity for purchasers and potential purchasers to preview the quality of Edge Point Homes’ product and listen to some landscaping tips from Dale.
Collateral and requirements for the event included:
- Marquee and catering
- Photography and audio
- Branded umbrellas
- Promoting the event via online communication and print
Our other Martha Cove projects
That Marketing Company assisted in over $300,000,000 in property sales at Martha Cove between 2014-2015 across multiple precincts and projects.
The Waterfront already had an established logo, website and some collateral, but it was our role to further develop the brand values, personality and a marketing plan to launch this product onto the market.
The Waterfront precinct was on the water’s edge and lots were offered with a boat berth – some potentially $1 million plus properties. With comparable competition already on the market within the Martha Cove Marina Development, the challenge was to position this similar product with a point of difference.
With clean, premium branding and advertising, The Waterfront sold out in seven months, almost half the time estimated.
We were appointed to develop the brand and marketing plan from conception, assist in this delicate launch to the public, and remove the stigma associated with the Martha Cove name.
A fresh brand was created to give Martha Cove a new look and put it back on the map as a desirable home destination. Pre-launch sales created urgency as we were able to launch the brand to the public with a number of properties already sold.
Harbourside helped pave the way for the future Martha Cove developments.
