THERE won a competitive 5-way tender as a JV with property Agent heavy-weights McGrath, to with the positioning and strategic marketing campaign for a brand new land release by Ku-ring-gai Council.
The site, owned jointly by Council and the NSW Department of Planning, was previously part of the planned B2 road corridor to link the F3 and M2 motorways. This option was abandoned by the then state government in 1996.
It was then decided to be sold off as a 26 lot residential land subdivision in South Turramurra offering a rare opportunity to purchase residential land in Ku-ring-gai.
The challenge was to create an aspirational desirable lifestyle from essentially a plot of dirt. The project required a naming strategy, brand positioning, campaign imagery, website, display suite, media and advertising and other marketing touchpoints. This was all made slightly more challenging by the fact that we were given only 6 weeks till launch date.
THERE facilitated an engaging name generation workshop with stakeholder groups. The established name, Turramurra Way, spoke metaphorically to both its location, and the laid-back local neighbourhood spirit.
We undertook a brand campaign strategy that saw us define the unique positioning, ‘Your Land, Your Family, Your Way - Turramurra Way’ by gaining a deep insight into the offer, its features, the attributes and the target audience, along with their lifestyle, mindsets, emotional drivers, barriers and opportunities.
Furthermore, we created a lifestyle-focused campaign that appealed to a broad purchaser; local-area purchaser, overseas investor and out-of-area purchaser, whilst capturing the nature-feel reflective of being situated on the edge of the national park. Authentic lifestyle imagery helped convey the sense of life within a strong community.
The campaign was hugely successful generating $30m+ value across three auction tranches – as a result of the media campaign there were over 400 site inspections, 161 registered bidders and 100% of lots were sold at an average of 25% above the reserves price. An overwhelming success, and a happy client.
The development identity was ideal and fundamental in achieving our outcome... 100% of the lots were sold at auction. $30 million+ value over three auction dates, with results an average 25% above our expectations.
We would certainly recommend THERE for property marketing campaigns and look forward to partnering with them again in the near future.