Developer JLR, designed a 10-storey apartment complex above Northcote Plaza Shopping Centre offering great views over All Nations Park. The challenge was to capture buyers looking closer to Melbourne’s CBD.
We decided to go beyond the suburban feel of Northcote and take the city on, by creating a marketing strategy that leveraged the 13 hectares of beautiful parkland that surrounded the complex – something Melbourne’s CBD could not compete with. The brand name, campaign, display suit and digital concepts all grew from the park.
the brand strategy, display, local media and detailed website achieved 50% of sales in the first two weeks