The task
The Palms Newport Beach, is a mixed product development North of Sydney, including apartments, townhouses and retail. It needed a complete brand established to engage interested parties from the target market as well as clearly express the look and feel of the future development.
Our role was to enable this project to launch with maximum impact and exposure, hitting a specific beachside Northern Sydney target market.
The master plan
A significant research phase identified the development as a high end icon in the area so we created an upmarket, aspirational branding strategy to match. This included:
- unique logo
- name
- hand crafted watercolour graphic
- brand extensions
- authentic photography
- brochure
- floor plans
- signage
- sales pod
- website
- advertising
The sales results
The Palms residential and commercial development was the perfect mix of quality product, targeted branding and a unique marketing strategy.
The pre-launch campaign was a significant success that ensured the launch and sales campaign had momentum from the outset. This expedited the sales term for the developer resulting in a sold out campaign in three months and all contracted within six months.
The online campaign
Realestate.com.au is an essential part of property online media strategy. We identify a strategic mix of media to support our online buy and drive enquiry and traffic to the website. For The Palms we adopted a strip ad campaign that generated impressions in Newport and surrounding suburbs, targeted to the relative spend of this product.
